Building NEC’s Enterprise Storage and Server Brand
in North America
NEC Corporation of America and Kulesa Faul joined together in June 2008 to increase brand recognition of NEC’s premier enterprise storage and server line in North America. When Kulesa Faul first began working with NEC, the company’s primary challenge was creating a market identity in North America outside of its reputation as a “computer monitor company.” Over the last two-plus years, we have worked closely with NEC to build brand recognition in North America by conducting targeted outreach to important server and storage influencers in the North American analyst and press community. In addition to traditional product launches, Kulesa Faul has worked closely with NEC to gain thought leadership by up-leveling their corporate messaging, offering NEC executives as server and storage resources for press and maintaining consistent contact with key analysts by way of quarterly updates, newsletters and the organization of a Global Analyst Summit in Japan that brought together the top 20 analysts covering the North American server and storage space.

Results: In close collaboration with NEC executives, Kulesa Faul has successfully built NEC’s server and storage brand in North America with consistent and strategic product, partner and customer outreach. NEC’s presence within the storage and server market has increased dramatically with more than 500 press and analyst briefings and over 250 quality pieces of coverage in top publications since beginning our partnership a little over two years ago. The team is currently focused on continuing to build the NEC brand in North America through aggressive thought leadership outreach, fostering stronger relationships with key press and analysts and leveraging NEC Corporation leadership team, product developments, partner momentum and customer successes.