Enterprise Data Storage Hard Drive
PROJECT: Name for a new business critical nearline enterprise data storage hard drive.
CONSTELLATION: A huge number of like items collected together.
BRAND POSITIONING: The product is a large capacity drive for deep storage, but housed in a small (2.5-inch disk) form factor. The name needed to convey the following concepts: large amounts of storage, a collection of important items; a central storage repository; the concepts of “infinity” and “continuous.” And since the drive is an example of a “Green” technology by virtue of its best-in-class low power consumption, a natural world connection in the name would be great too. The name Constellation supports the positioning requirements beautifully.