Press Release - New Novell Marketing Strategy
September 10, 1996 - Go Novell Go!
Novell Launches Aggressive New Marketing Strategy Backed by
Global Advertising and Corporate Identity Campaign
Initiative is the Largest in Novell's History
OREM, Utah -- September 10, 1996 -- Underscoring the
company's commitment to networking leadership, Novell, Inc.
today unveiled an aggressive new marketing strategy with the
launch of a worldwide advertising and corporate identity and
brand campaign. The fiscal fourth quarter $20 million
advertising and branding campaign is designed to strengthen
Novell's brand equity with its key audiences, establish the
company as a major intranet market player and clearly define
the company's networking vision.
"This campaign is the first in a series of major
marketing initiatives we plan to deliver over the next several
months. We want the world to know that we are expanding our
territory as the networking software leader and a revitalized
Novell is ready to meet our competitors head-on," said Steve
Markman, executive vice president for the Novell Products
Group. "We have decided to refocus the company's marketing
strategy around the Novell master brand and three power
brands, which together establish the company as the clear
intranet leader now."
The new Novell strategy will unify Novell's individual
networking software product "powerbrands", including
IntranetWare*, GroupWise* and ManageWise*, under the
Novell "masterbrand" and will demonstrate to customers how
Novell's individual networking software products are designed
to work together as a full-service intranet solution. Novell has
partnered with leading global firms for its advertising and
corporate identity campaign including Hornall Anderson Design
Works, Inc., Lexicon and Young & Rubicam.
Young & Rubicam developed more than 30 ads which
span four interrelated advertising campaigns featuring the two
key themes of "Everthing's Connected" and Novell's intranet
capabilities. The ads target senior decision-makers, such as
CEOs and CIOs, as well as information technology (IT)
professionals and resellers.
"We plan to sustain our fourth quarter levels of
investment over the next three quarters in order to communicate
to our customers and the market that we are providing
networking leadership," said Joe Rodriguez, director of
worldwide advertising for Novell. "Our campaign is based on
extensive research we conducted in the U.S., Europe, Australia
and Asia, which told us that the overriding concern among IT
professionals was their ability to connect disparate systems
and people. Users also told us they need clear information on
how to build an intranet solution. Thanks to this research, we
have much greater insight into the issues that matter to our
customers and this is reflected throughout the advertising
campaign."
Novell's first substantial corporate identity and brand
marketing effort in a decade is aimed at building the Novell
brand. The new corporate identity was designed to reflect
Novell's commitment to connecting customers seamlessly to
more of the people, information and resources they need
around the globe by incorporating images that evoke human
values, such as ease of use, time savings and improved
communications between people.
"In the past, Novell's individual product brands
overshadowed the Novell brand," said Bill Rozier, Novell director
of worldwide corporate identity and branding. "The new look will
create a single Novell graphical identity and a common `voice' to
unify Novell's corporate and product groups worldwide, and will
reflect Novell's commitment to providing integrated networking
solutions that give customers an enduring competitive edge.
The new brand has already started to appear on new Novell
product packaging, collateral, advertising, trade show exhibits
and new media such as the World Wide Web and CD-ROMs."
The new identity builds on Novell's existing brand
equity, such as its strong Novell "wordmark" logo and distinctive
red, black and white color palette. A secondary color palette and
human imagery have been introduced to create a lighter look
and warmer brand "personality." Under the new branding and
identity strategy, Novell has shifted from having forty different
classes of collateral available for customers to just seven. The
move to streamlined marketing collateral and new standardized
technology means that Novell's collateral can be localized for
distribution for anywhere in the world in as little as two weeks.
Novell partnered with leading international branding
design firm Hornall Anderson Design Works, Inc. to create the
graphical corporate identity. According to Jack Anderson,
founding partner and executive vice president of Hornall
Anderson, the Novell branding effort is one of the largest
branding campaigns occurring nationwide.
The advertising campaign began September 9 in print
business publications and will appear beginning next week in
business, lifestyle, and trade publications as well as on 25
World Wide Web sites. The campaign will include broadcast
media later in the year. The new corporate identity will be
showcased at the Networld + Interop trade show, held
September 16 - 20 in Atlanta.
Founded in 1983, Novell (NASDAQ: NOVL) is the
world's leading provider of network software. The company
offers a wide range of network solutions for distributed network,
Internet, intranet and small-business markets. Novell education
and technical support programs are the most comprehensive in
the network computing industry. Information about Novell's
complete range of products and services can be accessed on
the World Wide Web at novell.com.
###
Novell is a registered trademark, and GroupWise, IntranetWare
and ManageWise are trademarks of Novell, Inc. All other
registered trademarks and trademarks are the property of their
respective holders.
Press Contact:
Megan O'Reilly-Lewis
Cunningham Communication, Inc.
(408) 764-0783
Internet: megan@ccipr.com |
