Repositioning an Established Brand Around New AI Innovations
Iron Mountain has long been one of America’s most recognized information management companies, trusted by large enterprises to store and protect everything from physical contracts and microfiche to sensitive documents. When Iron Mountain approached Emerj, the company was in the midst of a significant strategic transformation: scanning and digitizing the physical media it had stored for clients, combining it with electronic assets in a unified, AI-powered search and discovery platform.
What Iron Mountain’s team said about the partnership:
Iron Mountain’s core brand equity was built on physical storage — not AI innovation. Despite developing a genuinely differentiated AI-powered search and discovery capability, the company was not recognized as a technology innovator by the enterprise buyers it needed to influence in banking and insurance.
Entering these sectors with a new AI narrative required more than an updated marketing message. Iron Mountain needed to demonstrate that its banking and insurance leaders were credible voices on the future of data, AI, and compliance — and to do so in front of large national executive audiences who hadn’t previously seen Iron Mountain through that lens.
