Novell Extends Powerful NetWare Brand Boldly into the Future
New Corporate Logo, Advertising, and Branding "Marketecture"
Assert Novell's Leadership in Global Networking
OREM, Utah, -- September 21, 1995 -- Novell, Inc. (Nasdaq: NOVL) today
launched a comprehensive marketing campaign to build on the company's
leadership in networking by communicating its role in the rapidly
expanding market for global connections and network services. A new
corporate logo was unveiled, along with a targeted worldwide
advertising campaign. Novell also disclosed initial details of a
comprehensive branding "marketecture" model that will be deployed over
the coming year. The announcement was made in conjunction with the
rollout of Novell's strategic technology initiatives.
"Novell marketing - from our logo to our advertising - will convey
the strategic power of networking and secure Novell as the leading
networking brand for years to come," said Christine G. Hughes, senior
vice president of Corporate Marketing for Novell. "We are expanding our
communications with existing and new customers to make the complex
story of networking relevant and understandable to today's broad
market."
Novell's new corporate logo conveys the dynamics of the new
networked world while building on the recognition of the design launched
by Novell in the 1980s. The logo was developed by Novell's branding
partner, New York-based Frankfurt Balkind. The first in a series of
advertisements also debuted today in targeted business, consumer and
computer trade media worldwide. Created by San Francisco-based
Young& Rubicam, the ads combine humor, intriguing visuals and
accessible messages to deliver the Novell story to key constituencies
including customers, developers and channel partners. The ads
communicate the experience of being connected and underscore the
broad potential of networking.
Novell also previewed selected components of a comprehensive
branding "marketecture" model. Designed to leverage the company's
deep equity in the NetWare brand, the model clarifies how Novell's wide
range of products work together and makes it easier for customers to
make complex purchase decisions.
"The branding model will clearly communicate how every Novell
product supports our strategic focus - providing smart networks that are
accessible from anywhere, span multiple platforms, and extend to a
myriad of intelligent devices," Hughes said
The NetWare brand has been a powerful imprint for Novell since
its inception. Both "NetWare" and its root "Net" will be extended to new
and existing products. For example, Nested NetWare is the new name
for Novell's software for connecting nontraditional computing devices -
from fax machines to microwave ovens (it was formerly known by the
acronym NEST for Novell Embedded Systems Technology).
DeveloperNet is the name of a new program Novell will introduce to
developers next week at Networld+Interop in Atlanta. Novell's popular
Yes Program for product compatibility has been rebranded as YesNet ;
and its publisher relations program, introduced this June, is known as
MediaNet.
The complete branding framework will be announced in the
November time-frame at the start of Novell's new fiscal year. New
product names will be announced as updated products are released into
the marketplace over the next year.
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