Box: Work as One

Box was racing against time. Every quarter, investors asked the same question: why wouldn't Microsoft or Google just build this feature and crush you?

By 2016, the “feature vs. platform” debate was becoming a death sentence. The company had never established a distinct market position beyond “secure file sharing,” and enterprise buyers couldn’t see the unique value.

My role was to reposition Box as indispensable infrastructure before someone bigger made them irrelevant.

The solution took four weeks to begin and nine months to fully execute across North America, EMEA and APAC. I rewrote the entire keynote of BoxWorks16 in my first four weeks at the business, and by BoxWorks17 we had rebuilt every piece of marketing and sales collateral from the ground up, and completely reinvented the customer event around the connective tissue of modern work.

“Work as One” launched as Box's first brand campaign ever, supported by “The Blueprint for the Future of Work,” a content platform proving our impact through customer transformations.

The result: 40% increase in brand recall, but more importantly, a 30% increase in brand desirability. As investors and industry analysts changed their understanding of the business the stock’s multiple went from 0.8 to just over 2X and it has continued to climb.