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