Brand aside, you take issue with their strategy to focus their brand and messaging on a particular audience. I think that’s a valid concern. But I’d point out that EVERYONE in the cloud storage space is speaking to a general audience. Box, Drive, iCloud, etc. The reality is that cloud syncing is a feature and it’s quickly gotten commoditized. It’s possible that this particular focus won’t succeed but I disagree that approaching a broad audience is the answer. As you can see from the screenshots of their previous site, they’ve been going general for 4 years, but they are losing market share.

As for your criticism of the brand, I think that’s overstated. I manage Dropbox for my agency, use it at home, and use their growing list of apps like Paper and Showcase. The rebrand is completely non-existent from the product itself. So they aren’t assaulting any users’ senses. This is simply a way for them to find a specific market in a sea of sameness.

By day, executive designer at Innovatemap where I help tech companies design marketable products. By night, co-founder of UX Power Tools.

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