Nathan Lustig

In my last post, I talked about the state of Wisconsin and its branding gone wrong.  I wanted to use this post to show an example of a company with excellent branding and customer relations: mozy.com.

Mozy is an online data backup company that stores and protects files on your hard drive.  Here’s how it works.  You sign up for an unlimited storage plan for $4.95 per month and install the Mozy client onto your computer.  You tell Mozy what you want to back up and then the application does the rest.  The client runs in the background when you start up and shut down your computer, saving any files that have been modified in the interim.  If you computer dies, is stolen or somehow gets damaged, you can load the Mozy client onto your new machine and have your data back in as little as three hours.

There are a myriad of online backup companies, but I think Mozy has the best branding and advertising (I use Mozy to backup my computer).  Check out their homepage and see if you agree.  

I wanted to focus on an email they sent to their customers last week.  Its simply brilliant.  Here is the email:

Paul Jorgensen had just come from a meeting at Goldman Sachs when he boarded US Airways Flight 1549. He sat down in seat 1A next to the window, pulled out his notebook to capture of few thoughts, then put it away and prepared for takeoff.

Seated one row behind Jorgensen was Bill Wiley, also traveling for business with a computer onboard the plane. In fact, he brought a couple of notebooks with him. But he, like Jorgensen and all passengers, abandoned his personal belongings and focused on saving his life when the plane crash-landed into the Hudson River.

Both men had been backing up regularly. The difference is Jorgenson backed up online with Mozy, and Wiley backed up his two computers to thumb drives. Jorgensen retrieved his data back from Mozy, but Wiley lost 250 GB of his employer’s information. The stories were detailed in USA Today and ComputerWorld.

In moments of disaster, those who use Mozy are able to focus on other things than backup without the fear of losing their data. At Mozy, we’re grateful that all passengers on Flight 1549 were in the hands of such an skillful crew and were able to return to their loved ones without any loss of life or significant injury. 

Be safe,
Devin Knighton
Mozy.com

This story is the perfect example of a sticky message.  Most Americans know about the crash landing in the Hudson.  Everyone can picture what they would do if they were in a similar situation and everyone can picture what they would feel like if they did not have Mozy to protect their data.  This email is another piece of brilliant marketing from Mozy.

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