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Violin Memory thinks it'll boost sales by copying face cream giants

Storage firm feels the Love and gets Procter and Gamble-ised

Comment The Grateful Dead concert was only the start to a sustained, brand-led marketing effort by Violin Memory, which aims to rewrite the rules of tech product marketing.

Techy speeds and feeds and flashy tactical positioning statements will be subsumed into a disciplined, co-ordinated and orchestrated marketing campaign led by Amy Love, Violin's new chief marketing officer.

She aims to show that brand marketing principles, proven in the selling of soaps, creams and other consumer chemical preparations, can be harnessed to market high-tech products to businesses.

Marketing's mission is to drive revenue, and its efforts start with brand awareness, proceeding through stages to help develop leads, which can be developed into prospects and then converted into sales by Violin's channel.

  • Brand awareness
  • Thought leadership
  • Lead generation
  • Demand generation
  • Sales enablement

"I'm a firm believer in the power of brand to drive demand," Love says. "We've allowed others to define the conversation too long. Those days are over."


Violin's product started out in a performance era (2009-12), moved into the virtualisation era (2012-14). It is now in a primary storage era (2014-17) and heading towards an all-silicon data centre period (2017 onwards). Violin says 3D NAND will be needed for that, to cope with secondary data. Its strategic flash supplier is Toshiba and Toshiba's foundry partner SanDisk's 3D enterprise NAND schedule agrees.

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