One of the most memorable advertising slogans of all time was Beanz Means Heinz, still in use over 40 years after it was devised in a London pub. Simple and memorable, it served to push the Heinz brand ahead of all competition. Great slogans do not work on their own, of course, but they can help turned good quality products into market leaders.

 I doubt very much that eDiscovery and information governance software provider Nuix had the Heinz analogy in mind when it opted to use beans for the theme of a very clever new video which it has just released. In the video, the bean provides an analogy for e-mails. Beans go in cans, cans go in boxes, boxes go on pallets, and pallets go in trucks. It does not take long for a typical employee to produce a truckload of data. Data brings risk and expense, particulalrly as so much of it is ROT – redundant, obsolete and trivial. Removing the ROT does not just diminish risk and expense, but also uncovers value in what it left.

We run out of words, eventually, to convey concepts like this. Information governance and eDiscovery have limited vocabularies, and the thousands of words which are written each year by those of us who are concerned with its problems – and solutions – need support from newer and different media forms.

Nuix is certainly achieved that with this video, simplifying the message and packaging it attractively, with words, pictures, narration and music all calculated to draw you in.

The video is published to coincide with the announcement of  Nuix’s new information governance platform, Nuix Luminate, which we will find out about at its launch in New York on Monday evening. I will be there.