Category: Uncategorized
June 13th, 2018

Creating a category “splash” with an A-ha Moment

One of the most difficult strategic decisions a company can make (especially in tech) is to create a new category. Couchbase came to us looking for a creative way to market a new type of NoSQL database: an Engagement Database.

We developed a series of giant, paint-splattered words that showcased the euphoric A-ha Moment Couchbase customers will experience by using the world’s first Engagement Database.

Take a look at the work we created that’s helping a category creator become the category leader.


May 23rd, 2018

Marketers: are you giving up too much ground?

150 years ago, Russia sold Alaska to the U.S. for two cents an acre. With the discovery of huge oil and gas reserves 20 years later, Russia realized it had also lost natural resources worth billions.

Knowing the potential of what you have is not just important. It’s essential.

To help our clients make smart strategic decisions, we start every assignment by gathering with key team members around a whiteboard for an energetic brainstorm—and work hard to uncover what’s surprising, challenge what we think is true, and forge a plan forward.

Had the Russians aristocrats used a similar technique they might not have sold off such a vital resource.

If you’re looking to get a fresh lay of your own land before launching any new marketing efforts, drop us an email at:

We’ll help you mine the gold that’s just waiting to be tapped.

April 4th, 2018

Remember the lesson of the Greeks.

During the siege of Troy, the invading Greeks hid a small number of troops inside a huge wooden horse and placed it at the city’s gate. Thinking it a symbol of surrender, the unwitting Trojans pulled the horse inside. That night the secreted Greeks crept out and opened the gate for the rest of their army, destroying the city and ending the war.

Every marketer needs to be able to tell the difference between promise and threat.

To make smart decisions, we should always listen to the wisdom of colleagues—but let’s not forget to also pay attention to critics. Just as the voice of caution could have saved the Trojans, so too could a dose of objective, collaborative third-party thinking (from, oh we don’t know, these guys?) ensure you’re headed for victory.

Looking to mount a new marketing effort? Drop us an email at: We’ll make sure you ride off with the spoils.

January 31st, 2018

What you can learn about Marketing from Napoleon

Not content with ruling much of Europe, Napoléon Bonaparte is famous for launching an invasion of Russia in the summer of 1812, only to get bogged down and horribly defeated by the cruel Russian winter.

Mortar’s approach is built on two pillars: the Strategic Decision (a choice to be different), and the A-ha Moment (the desired reaction to that choice). Using Napoléon Bonaparte as an example, had our diminutive hero fully considered what might happen if his Grande Armée was forced to weather the harsh reality that is a Russian winter, he may have altered his approach—saving himself from a surprisingly unexpected A-ha Moment.

Will 2018 leave you hunting for your mittens while facing the guns of your rivals on the freezing steppe? Or will you bask in the warmth of victory by flanking their position?  Don’t let your rivals freeze you out in this year, instead engage with Mortar and heat-up that strategy. Check out some of our most successful strategies–and the matching A-ha–right here.

September 3rd, 2017

QF2: Qumulo Universal File Storage sets you free

Qumulo’s new Universal File Storage is ready for its close up…

And let’s not forget the banner…