This document provides recommendations for positioning Commvault's digital brand based on analyzing its personality, relationships, culture, community, and values. It examines how Commvault can differentiate itself from competitors by more strongly defining each of these facets. Specific tactics are proposed for various sections of the Commvault website to better convey the brand's rebellious and innovative nature while maintaining professionalism. Emphasis is placed on showing humanity, community engagement, and reassuring customers that choosing Commvault supports their vision and reputation.

1. Digital Brand Strategy
Commvault.com

2. METHODS
What We’ve Done

3. Six Facets to Brand Based on the
Work of Jean Noel-Kapferer
Service
/
Product
Product’s
Inherent
Personality
Product’s
Attitude to
Me
The World
of the
Product
How it Can
Shape My
Community
How it
Affects My
Reputation
How it
Supports
My Values

4. DIGITAL BRAND POSITIONING
AND RECOMMENDATIONS
What We’ve Learned

5. Its Personality
Rebel
Innovative
Professional
Warm
Human
Trustworthy
Forward Thinking
Cut from Different Cloth
Focused
Smart Funny
Commvault is…
Competitors are largely playing it
safe by limiting the attributes of
their personality to having
“professional” faces.
Additional character attributes
such as: a sense of humor,
playfulness, and humanness are
shown but few seem to be willing
to present a distinct and unique
personality.
Commvault can exploit this by
showing its rebellious nature
while also showing that this
nature is essential to innovation
and a professional approach to
modern IT

6. Personality Recommendations
Attributes Tactics
Rebel
Rebellion is a different course. In “How it Works”, speak directly to the
direction we are taking vs. others
Speak to our discontent. What irks us? Are we
willing to nail a manifesto to the door of the IT
Cathedral? If not, let’s drop this .
Use copy in “Software Overview” that shows
that it is both our passion AND our intellect
that are guiding us. We love what we are
doing and there is only one way we can do it
This is a shift and means bringing into our
messaging images and messages pointed
directly at our competition
Build out a “Competitors Section” where we
show how we rate to our competitors
Smart-Funny
Use our humor more widely. It is disarming,
humanizes us and underlines that we are not
phony.
Our humor works best in our images. Work it
in throughout at 20%

7. Personality Recommendations
Attributes Tactics
Forward Thinking
Include in product sections language about
what the solution can address in the future
AND addresses now
Measured Youthful/Playful Outlook,
Progressive
Explore a more complex color palette.
Explore colors that are more inline with these
attributes than those of a conservative
corporation (blue and white).
See NetApp for measured playful outlook
Human
Gather human elements, all of the human
touch points, into one section on website –
Simpana Nation
Photos: Real People inside and around CV
(Simpana Nation membership)
Quotes from real people

8. Its Relationship
Professional
Listening
Warm
Human
Trustworthy
Being Real: No Bullshit and
No Nonsense
Commvault will
treat me in a way
that is …
Several competitors strive to
imply that they are human but few
tell the CIO or the Backup Admin
what working with them will be
like.
Because product purchases in
this space are marked by high
fees, and often ongoing contact
with support, companies are
buying a relationship along with
products and services.
So defining this relationship for
prospects is a gap in most brands
– an opportunity for Commvault

9. Relationship Recommendations
Attributes Tactics
Listening
Include language about professional services
in “Solutions” sections
Include interviews with people within
professional services in “Professional
Services” section and case studies of
professional services in Case Studies section
Include CIO graphic about tailoring a solution
in “Business Value” Section
Call us. Talk to us live or at appointed times Schedule interactive White Board Sessions.
Promote these throughout the site
Make it clear that we are listening. Use
parametric nav or solutions building tool to
underline that we are responding to them. Put
at the top, “Point us in the right direction; your
direction”
Build a solutions building tool
Show we WANT to listen. Show excitement
about challenges customers bring us
Highlight “Biggest Challenge of the Year” in
“Solutions” section (pointing to pro services)

10. Relationship Recommendations
Attributes Tactics
Being Real
The attitude of people towards customers -
who AREN’T on the front lines - is also
important
In “About Us” make people real by discussing
actual employees, how they came to choose
to work at CV, what they do, the challenges
they face and their attitude towards
customers.
Trustworthy
Tie “Professional Services” to real people.
Create a “Meet the Team” Section highlighting
a few individuals across the offering. We have
to. These are the people that are going to be
working with them. Real people can be trusted

11. Its Culture
Buzz
Something Going On
Forward Thinking
Commvault
belongs to a world
with a culture – a
place that is the
source for its
vision and a place
that reflects its
vision of modern
data management.
Working with
Commvault
transports/connect
s me to this place.
It is a place and
culture that is…
No brand is leveraging its culture
- comes from somewhere or has
a special culture or calling.
No IT company is leveraging this
in the same way Apple or BMW
have.
This is a phenomenal opportunity
for Commvault to differentiate
itself from its competitors

12. Culture Recommendations
Attributes Tactics
Culture and Place
50% of the traffic on CV.com is from outside of
the US.
Give the brand a sense of place. Apple is
Californian. Porsche is German. Where is
CV?
Show that Commvault is international and use
that international position to support that CV is
cutting edge, rebellious, innovative,
sophisticated, hip, youthful, connected
Use International images that are human.
Homepage take-over. Have a different country
host the home page each month. Test using
large background images from international
locations that are shot at street level. See
examples on next page and
http://www.webdesignerwall.com/trends/80-
large-background-websites/ and
http://www.gs.com/
CV || Fine international Arch and context
Bridge creative began showing a wider
context; an expansive world
Specific architectural solutions to time and
place and culture
We are No Where
We are in Ocean Port. That is No Where
Our culture is the ability to be self sustaining.
We are our own Pack. We follow our own
compass.

13. Culture Recommendations
Attributes Tactics
Youthful in outlook, Cool, Forward thinking
Explore a more complex color palette.
Explore colors that are more inline with these
attributes than those of a conservative
corporation (blue and white).
Trustworthy
Tie “Professional Services” to real people. We
have to. These are the people that are going
to be working with them. Real people can be
trusted

14. My Community
Knowledgeable
Engaged
Passionate
Professional
Forward Thinking
Successful
Informed
Smart
People who also
use Commvault
are…
Few competitors are addressing
the need to at least not be the
only one using the product.
Few consciously address the
esteem that comes from
belonging to a highly regarded
and professional group.
This is low hanging fruit for
Commvault

15. My Community Recommendations
Attributes Tactics
Knowledgeable, Passionate, Cutting Edge
Identify KOLs (Key Opinion Leaders) who are
CIOs, Dir of IT, and Backup Admins in the
same way we have targeted and promoted
some analysts
Create a vignette module for inclusion in the
sidebar of the “Solutions” pages. This vignette
would have a picture of a respected customer
along with one or two sentences by them
where they speak directly to the prospect
about the solution and working with CV to
install it. Make it directly from KOL to
Prospect.
Forward Thinking, Professional Good
People
Push some part of the service area forums
into view on the “solutions” pages. Prefer
dynamic but they could be static outtakes.
Show forums where people we might aspire to
be like speak on CV

16. My Community Recommendations
Attributes Tactics
Passionate Community
Show the community side of using Simpana Organize site to bring all content related to
people into one place
Show the passion, smart-humor and that it is
more than the sum of its parts by titling this
section “Simpana Nation”
Youthful in Perspective, Forward Thinking
Leverage International membership

17. My Reputation
Knowledgeable
The Guy to Go To
Informed
Problem Solver
Committed
Passionate
Professional
On the Cutting edge
Forward Thinking
People who see
me recommending
Commvault will
see me as …
IBM did this “no one gets fired for
buying IBM” Let’s take this up a
notch.
Find real customers who got
kudos for choosing CV
Find opportunities to

18. My Reputation Recommendations
Attributes Tactics
The Guy to Go To
It come down to this:
What are we going to do to make people feel
safe about putting their ass on the line for us?
You are not going it alone.
We have your back.
This will be a success. We promise you
We need to make it clear that People who
bring in Simpana are seen as gurus
afterwards
Do we address it head on? Do we have a
section that lays out how you are going to be
a star? Maybe it fits into our sense of humor

19. My Values
Have integrity
Make the right choices
Stay on the cutting edge
Am wicked smart
Ahead of the curve
Insightful
Recommending
Commvault
reinforces a
personal vision of
myself that I …
Our competitors have ignored
that customers need to be doing
work that is of value to them.
Part of this value comes from
making choices that reinforce
their best image of themselves.
Who I am and where I am going.
Our prospects at the end of the
day need to see something that
proves to themselves that they
have what it takes to be going
somewhere
It is good to know that the
decisions you are making will
help you keep your balance and
follow the course you have set on
your internal compass.
No competitor’s brand addresses
this need.

20. Thank you.