Do Marketing Mascots Work? Ask the Data Center Fairy

Do Marketing Mascots Work? Ask the Data Center Fairy

Are mascots an effective strategy in the data center world? Compass Datacenters CEO Chris Crosby noted the serious nature of much of the data center industry's marketing, and said it was high time for ... well ... the Data Center Fairy!

Is the world ready for the Data Center Fairy? Ready or not, the new corporate mascot for Compass Data Centers was unleashed this weekend in a blog post titled "Who Says Data Centers Can't Be Fun?" Compass CEO Chris Crosby noted the serious nature of much of the data center industry's marketing, and said it was high time for ... well ... the Data Center Fairy.

"After all, aren’t all requirements really just wishes that customers need granted?" writes Crosby. "Of course they are, and the Fairy illustrates our commitment to listen to our customers and talk them simply and informally, rather than bludgeoning them into submission with materials and information that are presented with all the style and panache of a tax guide."

"We recognize the importance of our data centers to the success of our customers’ objectives but we also don’t believe that scaring or boring them to death is the best way to deliver our message," he added.

Can a quirky mascot differentiate a company in the data center business? Not many data center companies have traveled this path, with previous efforts focusing on images of strength. An example: dedicated server and cloud computing provider  LiquidWeb, whose Heroic Support mascot features bulging biceps:

Continuing in that same vein is burly Gorilla featured in the logo and marketing for Silverback  Migration Solutions, a San Diego provider of data center consulting and migration services.

Are mascots an effective strategy in the data center world? Any other data center marketing mascots we've missed? Feel free to share in the comments section.

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