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 http://www.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
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