Dropbox’s design page also talks about how the underlying idea for the brand is “Extraordinary things happen when diverse minds come together.” The team talks about how people want to do creative work that matters, not busy work.
You see, Dropbox is “an open platform, and a place for creation.” Seriously, that’s what it says. So, what’s the solution? Apparently, a key piece is to make the case that Dropbox isn’t (just) a storage company.
With an IPO on the horizon later in the year, and competitors taking big bites out of Dropbox's core business, it’s clear that the organization needs to build up some momentum. DROPBOX IS “AN OPEN PLATFORM, AND A PLACE FOR CREATION.” SERIOUSLY, THAT’S WHAT IT SAYS. It means that the Dropbox brand needs to help the company stand out and seem like more than its commoditized competition. See the problem? Online file storage is a commodity, and as the cost of storage continues to fall, the ability for companies like Google and Apple to offer up fully-integrated alternatives to Dropbox has put the company in a tough spot. It’s a lot like Apple’s iCloud, Google’s Drive, and Box’s…um…Box. You can access these files from anywhere, using a browser or a downloadable app, you can sync files across your PC and smartphone, share files and folders with colleagues, and enjoy access to your stuff wherever you are. If you haven't used it before, Dropbox is a service that allows users – whether consumers or companies – to store files of all sorts on the web. TIME AND TIME AGAIN WE SEE BRANDS THAT HAVE CHOSEN THE EASY ROUTE of MARKETing TO THEMSELVES. Because rather than focus on developing strategies and tactics, brand platforms and campaigns, products and services that speak to their consumers, time and time again we see brands that have chosen the easy route of marketing to themselves. However, over the years it has become clear to me that far too many of our peers in the world of brand, marketing and business have misinterpreted the idea and taken it as an order to be foolish. One whose purpose in life was to investigate, understand and find ways to connect with your company’s target customers. I once had a marketing professor who used to push the idea that as a marketer, your job is to be a tool.
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