Kozlowski believes that it was necessary for the company to develop a global mindset from day one as 73% of its users reside outside of the US.ĭoing so allowed it to focus on geographical markets, she adds, with one of the first big wins coming after the company added handwriting recognition for 31 languages, as well as Asian character support. “It’s more about how we expand on word-of-mouth by spotting patterns and letting users tell us what they’re interested in so we can serve those needs.” “We still don’t do a ton of traditional advertising,” she says. Not bad for an elephant that’s lousy at circus tricks.Īccording to Linda Kozlowski, head of International Marketing at Evernote, the company’s growth is showing no signs of slowing down and is mostly driven by “accelerated word of mouth”. More than 90 million people now use the company’s digital writing and archiving service, which lets you store, organise and sync text-based ‘notes’ and other media across desktop and mobile devices. There’s been a few famous elephants over the years – from Dumbo’s big-eared protagonist to the star of that 90s Rolo commercial.Ĭalifornia-based Evernote’s logo, a grey elephant, is perhaps the most recognised trunk-toting mammal among fans of cloud-based productivity software in 2014.

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