Get Perpendicular, by Hitachi. More. here.
Very effective marketing… light, hip and enjoyable. The reason it is so effective is because it penetrates; people remember these kind of presentations. It’s called branding. Think about other 2:37 minute long boring tech presentations to a wide audience did the same. Now, if only that tune would leave my head… get perperpendicular…
That’s interesting that Hitachi chose to start branding for the public (perhaps only to the hip-tech-savvy-semi-geek population) with this appealing presentation. Intel did that (on a wider scale) with the popular “Intel Inside” campaign in the 90′s with huge returns. Currently, people don’t know which drives are in their ipod (mostly Hitachi, btw) but with this strategy, Hitachi may want people to start asking for their drives specifically; i.e., the drives’ manufacturer would be a differentiating/deciding factor for the consumer, as was with PC’s. It’s a big deal. There must be fierce competition over which drives to use on media do-it-all portables and Hitachi wants to apply some pressure.
Thanks go to Max for sending this out…
i have to credit justin burke over on devrandom for sending it my way. He’s a fellow slug
Getting “perpendicular” has a strong connotation to it that I don’t think Hitachi executives are aware of. If my “Hard Drive” gets “Perpendicular”, the last thing on my mind will be Hitachi!