Jim Lesser became chief branding officer of ServiceNow and aimed to transform the company from a backroom IT vendor into a brand with C-suite influence. He moved away from traditional B2B messaging that focused on functional, product-led communication and instead used consumer-style storytelling. He avoided using Apple as a model and looked to insurance, where brands sell complex products through long buying cycles and involve many stakeholders, mirroring enterprise software buying behavior. This approach supported a major brand push around the “Put AI to Work” platform and reinforced the brand idea that putting technology to work for people is in the company’s DNA. The campaign targets multiple corporate stakeholders, including technology leaders, HR, and cybersecurity.
"“Within any given Fortune 500 company we were working with, we were seen as a very important partner to the IT team, but not necessarily to the C-suite,” he said. “That was our strategic brief. Tech marketers will jump to Apple first. The differences between our business and their business are so fundamental. Every brand builder loves Apple, but as a model for what we could do, we didn't think that was a good analogue for us. So we actually looked to the consumer space instead.”"
"“That led him to insurance, a massive category where brands sell complex products through long buying cycles and large, multi-stakeholder decision-making groups - dynamics that closely mirror enterprise software.”"
"“The thinking around insurance ultimately fed into a major brand push built around ServiceNow's ‘Put AI to Work’ platform, which builds on the company's long-standing brand story: ‘Putting technology to work for people is in our DNA.’”"
"“The campaign is designed to speak to the multiple stakeholders involved in a typical corporate deal, including technology leaders to HR and cybersecurity”"
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