Situation: XIOtech was a Hybrid ISE vendor that needed help with a relaunch and rebranding. The company was perceived as a legacy player amidst an innovative market of startups in storage networking and virtualization.

Strategy: We helped the company promote its solutions, execs and company news, and educated the media about the benefits and use cases of auto-tiering between SSD and HDD storage. We also revamped their messaging and assisted in the brand change from XIOtech to XIO. Ultimately, we positioned XIO as a pioneer in storage virtualization.

Results: The efforts resulted in a successful repositioning of the company. The Fusion team helped XIO earn numerous media mentions in the trades and top tier, and secure favorable placement in analyst reports.