The Company—Hitachi Global Storage Technologies (GST), part of the Hitachi global empire since a January 6, 2003 merger of the hard disk drive businesses of IBM and Hitachi.
The Challenge—After years of Hitachi acquisitions, consumers were confused: What was Hitachi GST? How did GST relate to Hitachi? Who were GST external drives for? Where could they be bought online?
The Insight—The power of branding to show a business is only as strong as its brand. Raising GST’s profile and placing a razor focus on the external drives required GST to brand in the Hitachi fold and not as a sub-brand.
The 4Cs Shift—We applied our 4Cs discipline to reimagine:
- Conversation: Expand the conversation to tell the world Hitachi is also #1 in tech storage vs. being unknown and un-locatable online— by transferring halo brand equity into a market of comparatively commodity players e.g. Western Digital, Seagate, Toshiba.
- Clarity: Position GST as a core Hitachi business with Hitachi branded products for mainstream PC, Mac and G-Tech users.
- Currency: Bring GST to market simply, and answered the need for a branded value proposition with the suffix SOLID.
- Culture: Create a brand to unify and energize the ranks into one vs. prior silos.
The Result—Hitachi GST sold to Western Digital for $3.9 billion in cash and 25 million shares of WD common stock valued at approximately $0.9 billion on March 08, 2012. HGST still sells hard disk drives, solid-state drives, and external storage products and services.