Making IT Work as One
Novell CASE
Background
Novell helped invent the corporate network in the early 1980s and continues to drive innovation in business technology. Today, Novell delivers the best-engineered and most interoperable Linux platform and portfolio of integrated IT software, helping customers around the world reduce cost, complexity, and risk. Novell understands that maintaining competitive advantage means maintaining its marketing prowess.
Challenge
IT integration has been a buzzword for at least the last decade, but Novell had to go beyond that, offering more than just industry standard benefits. Helping customers understand how Novell’s unbiased open source solutions differ from other providers was essential for continued growth. The key challenge of this branding initiative for Protobrand was to develop a positioning platform not only relevant and differentiating to customers around the world, but also a source of motivation and clarity for prospective and current employees.
Solution
Based on worldwide research conducted among clients, prospects, and employees, various pain points were identified as a basis for developing a new strategic direction. A breakthrough brand strategy was developed around Novell’s strong ecosystem of partnerships and unsurpassed ability to integrate heterogeneous IT environments. The resulting tagline “Making IT Work as One” helped seat the positioning among external audiences, and create a rallying point for internal audiences, as well.
Background
Novell helped invent the corporate network in the early 1980s and continues to drive innovation in business technology. Today, Novell delivers the best-engineered and most interoperable Linux platform and portfolio of integrated IT software, helping customers around the world reduce cost, complexity, and risk. Novell understands that maintaining competitive advantage means maintaining its marketing prowess.
Challenge
IT integration has been a buzzword for at least the last decade, but Novell had to go beyond that, offering more than just industry standard benefits. Helping customers understand how Novell’s unbiased open source solutions differ from other providers was essential for continued growth. The key challenge of this branding initiative for Protobrand was to develop a positioning platform not only relevant and differentiating to customers around the world, but also a source of motivation and clarity for prospective and current employees.
Solution
Based on worldwide research conducted among clients, prospects, and employees, various pain points were identified as a basis for developing a new strategic direction. A breakthrough brand strategy was developed around Novell’s strong ecosystem of partnerships and unsurpassed ability to integrate heterogeneous IT environments. The resulting tagline “Making IT Work as One” helped seat the positioning among external audiences, and create a rallying point for internal audiences, as well.
