A compelling case study on how to future-proof a brand

Shortly after arriving as the CMO of NetApp, Jean English hit a wall. Charged with writing a new story for the $6-billion-data-storage company, English presented what she thought was a winning direction to their customer advisory board. With refreshing honesty, she recalls that “They hated it.” Slightly chagrined, she “walked out the door, threw it in the trash and rebooted.”Recognizing the need for a more consensus building approach, English’s “reboot”