The Young Copy Blog
We Get IT – Great Branding?
Great branding comes along every once and a while, and is even more rare in the hosting industry. However, there are several major players who know how to take a hosting brand to the next level. Meet Peer1, a server colocation and managed hosting solutions provider. They nailed it with their new “We Get IT” slogan. Rarely do you see a hosting company with such a powerful tag line. And since they are in the Information Technology (IT) sector, playing off “IT” and “it” just makes sense. I wanted to learn more about who’s behind the slogan. Who came up with this well-positioned slogan? Was it an outside source or an internal source? Finding out was easy. And well worth it.
Typically the first place I look is in the marketing department. After visiting Peer1’s Management Team page, I immediately found Rajan Sodhi, VP of Marketing/Communications for the company. Under Rajan’s profile he has a link to his blog. I figured he would discuss the “We Get IT” slogan there and quickly found out I was right. Rajan’s Big marketing for small business shed new light on the subject. I had to scroll down a bit to find the exact post, but the We Get IT post not only shed some light on the slogan, but opened many new things to discuss including video marketing, viral marketing, contest marketing, and so much more.
More on video, viral, and contest marketing in future blog posts. Back to the Peer1 slogan. Rajan and his team have a clear vision of what they do, or want to do, for their customers. Personally, I think the slogan is brilliant. What I would really like to know is how long they spent coming up with the slogan and the process(es) they took to reach that point. Did they define their target market? Did they profile their ideal customer? Did they have to segment their audience? What or who sparked the creativity? And the biggest, and most important question of them all, has the new slogan helped increase sales?
Hopefully soon I can get an interview with Rajan and find out more details. Most marketing executives are really passionate about their achievements so I’m sure Rajan will be more than enthusiastic to share some insight on the success of the new slogan.
To answer the post’s question “We Get IT – Great Branding?” the answer is, well, yes! The true test will be the statistics six months out, a year out, even two years down the road. Branding is essential to the success of your business and will help you stand out from the crowd in any industry, even one as saturated as the hosting industry.