OFF TOPIC - but interesting.
Bay Networks Launches Major Branding Campaign; First Networking Manufacturer To Use Television Advertising
Business Wire via Dow Jones
SANTA CLARA, Calif.--(BUSINESS WIRE)--Jan. 5, 1998--Recognizing the impact
computer networks are having on today's networked economy, Bay Networks(R), Inc.
(NYSE:BAY) launched on Jan. 1 a strategic branding initiative highlighting the
value Bay Networks-designed networks are bringing to companies around the world.
With the theme line: "Bay Networks -- Where Information Flows," the campaign
features the first major television advertising ever in the computer networking
industry.
Using the metaphor of flowing water, the campaign is targeted toward the
traditional audience of network managers as well as top-level corporate
executives, including chief executive officers, chief financial officers and
chief operating officers. In addition to the TV ads, the campaign will
encompass radio, major newspapers, trade magazines, and on-line publications.
"We have made significant progress in restoring Bay Networks to a leadership
position in the industry. Now it's time for the next step -- a strong brand
building effort," said Dave House, chairman, president and chief executive
officer of Bay Networks. "We are using TV advertising to increase our
visibility and tell business leaders that a network designed and deployed by Bay
Networks can dramatically increase success and performance throughout a
business."
The initial television spot was filmed behind the scenes at the New York Stock
Exchange, the world's busiest stock market and a longstanding Bay Networks
customer. The advertising positions Bay Networks as a leading provider of
mission-critical, industrial-strength networks. The ad premiered in eight major
media markets in the U.S., on Jan. 1 and Jan. 2, during the four major college
football games -- the Rose Bowl, Orange Bowl, Sugar Bowl and the Citrus Bowl.
The print advertising kicks off today with full-page ads in leading national
and local newspapers including The Wall Street Journal, USA Today, and The New
York Times.
The branding initiative is the next logical step in the creation of the "new"
Bay Networks. In November 1996, Bay Networks appointed Dave House chairman,
president and CEO. House and his new senior management team launched Adaptive
Networking in May 1997, a strategy to enable companies to make a rapid,
cost-effective transition to the high-speed Internet Protocol (IP) networks of
the twenty-first century.
Bay Networks has since introduced important new products and technologies,
including Accelar, the first family of routing switches capable of moving data
at better than one billion bits per second; and the 5399, the only remote access
concentrator that enables Internet Service providers to offer their customers a
choice of 56 kilobit-per-second modem technologies.
As an architect of Intel Corporation's highly-regarded brand strategy, Dave
House knew the importance of a powerful brand. House hired award-winning
marketing executive Jeffrey Brooks to Bay Networks as vice president of brand
management. Brooks conducted an advertising review that culminated last fall
with the selection of Hill, Holliday, Connors, Cosmopulos, Inc., of Boston. The
new campaign is the agency's first work for Bay Networks.
"Our new theme line, 'Bay Networks -- Where Information Flows,' touches on an
essential truth," said Brooks. "The flow of business is increasingly determined
by the flow of information. Bay's products are critical to accelerating that
flow."
The multimillion dollar campaign will continue to unfold throughout the year.
About Bay Networks, Inc.
Bay Networks -- Where Information Flows. Bay Networks, Inc. (NYSE:BAY) is a
leader in the worldwide networking market, providing a complete line of products
that serve corporate enterprises, service providers and telecommunications
carriers. The company offers frame and ATM switches, routers, shared media,
remote and Internet access solutions, IP services and network management
applications, all integrated by Bay Networks' Adaptive Networking strategy.
With headquarters in Santa Clara, California, Bay Networks markets its products
and services around the world, providing 7x24 support coverage. For additional
information visit the company's World Wide Web site at
baynetworks.com or call 800-8-BAYNET.
This release, other than historical financial information, may consist of
forward-looking statements that involve risks and uncertainties. These
statements may differ materially from actual future events or results. For
instance, factors which could cause results to differ from future events include
the rate of adoption of new technology, competitive pricing actions and
marketing programs, among others. Readers are referred to the documents filed
by Bay Networks with the S.E.C., specifically the most recent reports on forms
10-K and 10-Q, which identify important risk factors which could cause actual
results to differ from those contained in the forward-looking statements.
Note to Editors: Bay Networks is a registered trademark of Bay Networks, Inc.
Other brand and product names are registered trademarks or trademarks of their
respective holders.
CONTACT: Bay Networks, Inc.
Jeff Ferry, 408/495-2419
jferry@baynetworks.com
Mike Deshaies, 408/495-3292
mdeshaie@baynetworks.com
12:35 EST JANUARY 5, 1998 |
