SanDisk was originally a provider of consumer memory solutions but moved into the highly competitive enterprise market after multiple hardware and software acquisitions. Our agency was brought on to establish leadership as an enterprise provider with a program developed to accelerate this perception change. Multiple channels, including analyst relations, traditional media, social media and an executive speaking track, all worked in tandem to initiate perception changing conversations with key influencers, refine company messages and reshape the mindset of top media surrounding the role of this recognizable brand in a new marketplace. The program elevated SanDisk to a top three position in share of voice amongst enterprise storage leaders, securing over 500 media outcomes, double digit speaking opportunities and three industry award wins.