Strategy
Rainier focused on what set Anobit apart from the competition: proprietary memory signal processing (MSP) technology. MSP takes flash memory to a whole new realm of reliability, longevity and cost-effectiveness. Rainier worked closely with Anobit to develop and refine its messaging, marketing collateral and website content prior to the company’s public debut. Rainier also recommended a strategic change to the company’s tagline to better communicate Anobit’s value proposition to Anobit’s customers. The tepid “Add Another Bit” was replaced by “Making Flash Better,” which helped position Anobit as a flash memory player.
By late 2011, Anobit was solidly positioned as a recognized industry disrupter, and was routinely mentioned alongside its more established competitors in business and trade press coverage of the flash memory market. Rainier kept key industry influencers informed of Anobit’s strategic technology and business initiatives via ongoing PR tactics and timely briefings.
As Anobit’s public profile continued to rise, the company caught the attention of one of the world’s leading brands – Apple senior executive Tim Cook (now Apple’s CEO) travelled to Israel to meet with Anobit. During the company’s presentation, Cook expressed his enthusiasm for the “Making Flash Better” tagline, conceived by Rainier. Cook was instrumental in Apple’s acquisition of Anobit for a reported $390 million – the culmination of a focused, sustained public relations effort that helped bring Anobit’s technology and messaging to the forefront of the industry.
Results
- Pre-acquisition business press coverage secured in Wall Street Journal, Forbes, New York Times, Reuters, Barron’s, Dow Jones VentureWire.
- Extensive pre-acquisition product coverage in tier one tech publications including Computerworld, GigaOM, InformationWeek, The Register, InfoWorld, Network World, EE Times and others.
- Hundreds of Twitter mentions.
- Dozens of media, industry analyst and financial analyst meetings secured via ongoing outreach, product launch tours and tradeshow activity.
- Acquired by Apple – one of the largest tech acquisitions of the last 15 years (TechCrunch)
