A New Approach to IT Messaging


HiveIO delivers next-generation technology to IT leaders to streamline the data center. The company’s Hive Fabric solution is a new approach to removing unnecessary expenses and the need for multiple vendors and licenses. When it was time to unveil the latest version of the solution, HiveIO faced competitive and brand identity challenges. It needed an effective communications strategy and turned to INK for help.

INK started by understanding the solution’s value to IT customers. Building this foundation of knowledge was a first step towards crafting messaging to connect with HiveIO’s audience and supported long-term marketing communications.


INK crafted our story through smart market research and an innovative messaging workshop that produced a differentiated positioning that we would not have achieved on our own.

Dan Newton

CEO, HiveIO


Ready to Emerge

HiveIO needed to stand out in the crowded market of hyper-converged infrastructure (HCI). After finalizing a major business deal in 2017, the company had gone quiet to address internal priorities and develop new products – but now it was time to reemerge.

Before HiveIO could introduce its new solution, it needed a new story and strategy. That’s where INK came in. We began work on a strong external communications plan and positioning to help HiveIO define its leadership in this young, growing market.

Thinking Wrong to Be Right

Like developing new technology, creating brand messaging is a multi-stage process. INK started by researching HiveIO’s target audience and the competitive environment.

After conducting stakeholder interviews, INK led the HiveIO team in an interactive ThinkWrong workshop designed to bypass assumptions and rethink the industry status quo. Through this process and collaboration, we aligned on HiveIO’s boldest aspirations and gained a deeper understanding of HiveIO’s IT customers, resulting in three targeted buyer personas.

The takeaways from our workshop served as the foundation for our strategic messaging guide. HiveIO needed to explain how it solves problems and pain points and distinguish itself from the rest of the market. Not only did we need to differentiate HiveIO’s approach, but also its benefits and brand voice.

The Value of Customer-Centric Messaging

INK secured over a dozen feature articles on HiveIO and its solution at relaunch. Notably, the company’s customer-focused priority messages were in 92% of the coverage. INK built on this momentum with a robust, ongoing communications program.

The company now appears in analyst reports next to top competitors. Media and industry influencers look to HiveIO leadership for market predictions and trends. HiveIO was also named one of the top data center startups to watch in 2019 by leading industry trade publication TechTarget. Central to HiveIO’s positioning and communications strategy was understanding the IT customer. HiveIO quickly gained brand awareness and thought leadership in a crowded, emerging market.

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pieces of unique coverage in nine month following the relaunch
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of coverage included priority messaging at relaunch
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increase in coverage from H1 to H2 2018