Скачать или смотреть A $1.6 Billion Success in Strategic Rebranding and Alliances | Van Diamandakis

In this conversation, Van Diamandakis shares the journey of a large telecommunications company facing the challenge of breaking into the computer business. After acquiring a major computer company, it aimed to provide an end-to-end solution, spanning everything from desktop computers to extensive enterprise servers.

However, the struggle was in the branding; potential customers were skeptical about purchasing expensive servers from a known phone company. Despite this challenge, the company saw potential in aligning with prominent database providers like Oracle, Microsoft, and Informix, and launched an integrated marketing campaign that included endorsements from industry heavyweights like Larry Ellison.

Van explains how through top-level connections, convincing pitches, and some strategic ego-stroking, they were able to secure the participation of these tech leaders. The campaign turned out to be a phenomenal success, leading to $1.6 billion in revenue and winning multiple awards. The story not only illustrates the importance of understanding customer personas and having a well-aligned brand but also demonstrates the power of strategic alliances and the effectiveness of influencer marketing.