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Brocade has quietly become a powerhouse in IT -- in management, networking  and storage of  enterprise data. (Basically they make switches, routers, data directors and the software that drives it all better.) They've grown organically and by acquisition, most recently of competitor McDATA (which coincided with the rebranding), and they now claim the position "the leading provider of networked storage solutions."  

Brocade's awareness and reputation, however, lagged well behind its present stature, and were becoming a serious barrier to further growth. Specifically, its "B-weave" symbol underscored an association with 'fabric switch' products -- but its new goal was diversification, from SAN (Storage Area Networks) to enterprise-wide solutions. "We were changing and growing beyond our traditional boundaries" said Worldwide Marketing VP Tom Buiocchi... "To provide a new platform for the future, we needed a complete overhaul of the old brand."

Landor's  consultants responded comprehensively, starting with a brand platform expressed in the mantra "Challenge with intent," and a brand manifesto designed to recharge Brocade's internal culture. There were also changes in brand architecture, to help speed the integration of past and future acquisitions. But the drama is in the new "B-wing" symbol and a red-driven visual system.

The launch included a worldwide webcast to all employees and ceremonial events at all locations, supported by full page ads in major papers.  Tony Spaeth 

Confirmed by Tom Buiocchi, VP Worldwide Marketing, Brocade Communications, 6 Feb. 2007

Landor SF

Submitted by: Tony Spaeth, 6/02/2007
Status: Confirmed by Tom Buiocchi, VP Worldwide Marketing, Brocade Communications
Category: Technology Hardware & Equipment
Country (HQ): United States