Think big, start small: NetApp's brand evolution
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Think big, start small: NetApp's brand evolution
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How do you build brand credibility in an engineering-driven company where logos on napkins seem more important than strategic narrative?
After 15 years at NetApp, Emily Miller has mastered the delicate balance between education and execution in the B2B tech space. From transitioning from agency consultant to in-house brand leader, Emily shares practical approaches to portfolio narrative development, securing executive buy-in, and surviving multiple CMO changes while maintaining brand consistency.
Learn why starting with product stories before tackling corporate narrative creates stronger foundations, and discover how Emily's "think big, start small, move fast" philosophy transformed NetApp's approach to brand building.
Whether you're struggling with the "brand police" reputation or trying to convince engineers of the value of emotional storytelling, Emily's high school analogies and football metaphors offer practical frameworks for brand professionals at any level.
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