"Building an Epic Brand" at SaaStr Annual 2016

BUILDING AN EPIC BRAND

JEFF YOSHIMURA @jeffyoshi

JEFF YOSHIMURAVP WORLDWIDE MARKETING

ELASTIC

APPEXCHANGE

SUBSCRIPTION ECONOMY

ELASTICSEARCH

TOPLOGICAL DATA ANALYSIS

WHAT THIS IS ABOUT

4 Unique Brand Building Experiences

Successes And Failures

Tips

BUSINESS APPLICATIONS

1ST 100 APPS Built by SEs, PS, and a

select few partners

“Experimentation” Incubator in San Mateo,

category experts, vertical launches, native vs. composite, partner

GTM, online advertising, certification

$1.5 BILLION APP ECONOMY

Don’t give it secondary status.

TREAT IT LIKE A BRAND

BUILD THE ECOSYSTEM

Don’t do it yourself, let others

help you.

THINK VERY BIG

Ignore skeptics, but channel feedback.

“The biggest disappointment is the AppExchange. To even liken this to eBay is a joke.”

THE SUBSCRIPTION ECONOMY

HAVE SOME BALLS AND GO HAVE FUN!

Is it memorable? Easy to pronounce?

Have meaning?

COMPANY NAMEMATTERS

ELEVATE YOURMESSAGE

It doesn’t have to directly relate to

your product.

DON’T GIVE UP!

If you believe in it, keep pounding it

until it sticks!!!

Building the Z brand was hard

Topological Data Analysis (TDA)

Seven Bridges of Königsberg Graph theory & networks

Don’t spend $250K on a

branding exercise?

EXPERTS AREN’T ALWAYS RIGHT

SIMPLIFY COMPLEXITY

If what you do is complex, simplify it for the masses.

TELL A GREATMEDIA STORY

Telling a good crisp story is HARD.

Getting someone to care is even HARDER.

PHENOM Query-free

Discover what you don’t know

Ayasdi is a difficult name but this one is worse.

Feb’16Mar’15Oct’12 Apr’14

20.

MillionsofD

ownloa

ds

10.

45.

Sept’14

Oct’13Apr’13

TotalCumulativeDownloadsAcrossElasticProducts

With the Elastic Stack, we log more than 30K messages and 100K documents four times every day from the Mars Rover to optimize our space missions.

Use Case Search, Logging, Analytics

Products Elasticsearch, Logstash, Kibana

“

”

Leverage the community to

build awareness

BUILD THE COMMUNITY

IN THE WILDSTORIES

Get users to tell real-world stories

about your products

DON’T BE AFRAIDTO BE DIFFERENT

Avoid sounding like everyone else and using buzzwords

SUMMARYNo Company (Or Experience) Is The Same.

Brand Building Takes Time; How Many Of You Followed Salesforce Before 2008?

Hire The Right Team! Align To The Right Goals With Brand Building. Don’t Fire Your Someone Because You Haven’t Gotten Press Out Of The

Gate (Or Leads); Keep Iterating.

BUILDING AN EPIC BRAND

JEFF YOSHIMURA VP WORLDWIDE MARKETING / ELASTIC

@jeffyoshi