After weeks of interviews, evaluations and analysis we tried to come up with a warm and fuzzy campaign showcasing the many ways Supermicro touched the lives of regular people. We even tested portions of the concept in our Superbowl Ads. However, that did not seem to fit the tone of management who preferred to lead with innovation. We even tried clever statements depicting us as the Power behind vertical markets however, we found that to be too narrow of a message.

So after further consideration and days of circling back we concluded that the core value to our customers and the reason customers chose Supermicro over our competitors was the company’s ability to specifically optimize product performance providing the best performance-per-watt, per dollar and/or per sq. ft. for each and every application. This was the differentiating factor for the company moving forward. As a result, the campaign became Application-Optimized Server Solutions. It wasn’t new, fresh or exciting. However, it was the first time that the value of the company had been concisely communicated that was in line with how we opened up dialogue with customers as well as closed the deal.