the informatica brand

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2. The Informatica Brand Kevin Heney 2/15/01

3. What is a brand? Making a promise and not delivering on it will guarantee failure. It takes total commitment to keep a brand promise consistently in every part of your business. A person may study all of the features of a Lamberghini, but that final decision to buy the car is purely emotional. First Infiniti TV ad never even showed the car. They were selling a $40,000 feeling. B2B purchase decisions are based on emotion. If there is a human being involved in the purchase decision, there will be subjective associations with the brand chosen. Every touchpoint we have with people outside the company is an opportunity for us to deliver on our brand promise. Includes the appearance of our offices, the behavior of all of our employees, ads, press releases, brochures, and the product experience. You don’t build a brand over a matter of weeks. It takes months, even years. Your audiences brand your company. You have a brand whether you like it or not. We do our best to manage audience perceptions. Making a promise and not delivering on it will guarantee failure. It takes total commitment to keep a brand promise consistently in every part of your business. A person may study all of the features of a Lamberghini, but that final decision to buy the car is purely emotional. First Infiniti TV ad never even showed the car. They were selling a $40,000 feeling. B2B purchase decisions are based on emotion. If there is a human being involved in the purchase decision, there will be subjective associations with the brand chosen. Every touchpoint we have with people outside the company is an opportunity for us to deliver on our brand promise. Includes the appearance of our offices, the behavior of all of our employees, ads, press releases, brochures, and the product experience. You don’t build a brand over a matter of weeks. It takes months, even years. Your audiences brand your company. You have a brand whether you like it or not. We do our best to manage audience perceptions.

4. What is a brand? Amazon is a brand-conscious company. Customer service Personalization A creative director at a large company told me he needed to buy a copy of the Anarchist’s Cookbook. While he was filling out the information to make the purchase, a pop-up window addressed him by name and informed him that someone was selling poison darts at the auction site. That’s personalization. Amazon is a brand-conscious company. Customer service Personalization A creative director at a large company told me he needed to buy a copy of the Anarchist’s Cookbook. While he was filling out the information to make the purchase, a pop-up window addressed him by name and informed him that someone was selling poison darts at the auction site. That’s personalization.

5. Brand Misconceptions Purchasing decisions are made by humans, whether in consumer or B2B. IS directors have a great deal of pressure on them to make the right decision. When people want to be sure, they buy brands. No matter how hot your product is, competitors work hard to blur the differences. That’s the beauty of sales and marketing. People will buy the brand they trust. That’s the beauty of branding. Purchasing decisions are made by humans, whether in consumer or B2B. IS directors have a great deal of pressure on them to make the right decision. When people want to be sure, they buy brands. No matter how hot your product is, competitors work hard to blur the differences. That’s the beauty of sales and marketing. People will buy the brand they trust. That’s the beauty of branding.

6. Why is it important? “Products create choices; brands simplify choices.” Peter Farquhar Where features and benefits of products are clouded by competition, a strong brand can create the differentiation you need. People will pay a premium for brands they trust. Look at the price of Nike shoes compared with Payless IBM sales people never have trouble getting in the door at a company. It’s the brand. They delivered on a promise of service and quality over a long period of time. That’s what builds brands. If your job was on the line and you needed to set up a series of web servers for your company, would you go with Webonica Corp. or IBM? David Aaker did a 3 year study on brand and stock price of about 50 companies. He found that brand equity DOES have a significantly positive impact on stock price. “Products create choices; brands simplify choices.” Peter Farquhar Where features and benefits of products are clouded by competition, a strong brand can create the differentiation you need. People will pay a premium for brands they trust. Look at the price of Nike shoes compared with Payless IBM sales people never have trouble getting in the door at a company. It’s the brand. They delivered on a promise of service and quality over a long period of time. That’s what builds brands. If your job was on the line and you needed to set up a series of web servers for your company, would you go with Webonica Corp. or IBM? David Aaker did a 3 year study on brand and stock price of about 50 companies. He found that brand equity DOES have a significantly positive impact on stock price.

7. Brands can reflect If you where Nike basketball shoes you can “be like Mike.” No one really believed that they could even make the pros if they wore Nikes but they were willing to pay a premium price for their shoes because they believed they would perform better in them. Nike was way behind Reebok in the athletic shoe space, because Reebok zeroed in on the jazzercize craze. Nike’s Air Jordan’s brought in $100M the first year. As MJ won more MVPs people associated the shoes with performance. How many people have been using the same brand toothpaste for the past five years? Ten years? Do you read the ingredients and compare them to the competitor’s ingredients? Does yours have more techroline or plutonium whiteners? You’re brushing with a brand, not a product. If you where Nike basketball shoes you can “be like Mike.” No one really believed that they could even make the pros if they wore Nikes but they were willing to pay a premium price for their shoes because they believed they would perform better in them. Nike was way behind Reebok in the athletic shoe space, because Reebok zeroed in on the jazzercize craze. Nike’s Air Jordan’s brought in $100M the first year. As MJ won more MVPs people associated the shoes with performance. How many people have been using the same brand toothpaste for the past five years? Ten years? Do you read the ingredients and compare them to the competitor’s ingredients? Does yours have more techroline or plutonium whiteners? You’re brushing with a brand, not a product.

8. Brands can reflect MacDonalds has fallen behind lately in the service area. As a result competitors are gaining marketshare. If you don’t deliver on your brand promise, you will always lose ground on the competition. MacDonalds has fallen behind lately in the service area. As a result competitors are gaining marketshare. If you don’t deliver on your brand promise, you will always lose ground on the competition.

9. Brands can reflect Note: They list one feature here: a remote entry button. Unless you consider “the world’s most luxurious interior” a feature, they are selling elegance.Note: They list one feature here: a remote entry button. Unless you consider “the world’s most luxurious interior” a feature, they are selling elegance.

10. Brands can reflect The world develops its perception of your company by observing and experiencing the company’s: Products and services Information (advertising, press releases, marketing collateral, etc.) Behavior (execs, salespeople, receptionists, customer service, and even employees wearing a company tshirt) Environment (building appearance, lobbies conference rooms, sales offices) The world develops its perception of your company by observing and experiencing the company’s: Products and services Information (advertising, press releases, marketing collateral, etc.) Behavior (execs, salespeople, receptionists, customer service, and even employees wearing a company tshirt) Environment (building appearance, lobbies conference rooms, sales offices)

11. Brands can reflect The Informatica brand promise. As frequently as possible, whenever we communicate with our audiences, we want to tell people that we provide “insight”. This is the top level message of all of our communications.The Informatica brand promise. As frequently as possible, whenever we communicate with our audiences, we want to tell people that we provide “insight”. This is the top level message of all of our communications.

12. So what’s our brand? Besides our brand promise, we have a set of attributes which we want to consistently reflect in our communications behavior and appearance. If we bring together a focus group of customers five years from now and ask them to list attributes that describe Informatica, these are the attributes we want them to list. The way to achieve that is to consistently and persistently portray these attributes.Besides our brand promise, we have a set of attributes which we want to consistently reflect in our communications behavior and appearance. If we bring together a focus group of customers five years from now and ask them to list attributes that describe Informatica, these are the attributes we want them to list. The way to achieve that is to consistently and persistently portray these attributes.

14. Objectives For all Adobe employees – executives, new employees, marketing and non-marketing professionals You will understand: What a brand is, and why a strong brand is important The corporate positioning and the brand platform How you personally influence the Adobe brand

15. There are many perceptions of what a brand is, from a burn mark on a steer to a logo to a product name. When we speak of a corporate brand we’re talking about a promise – actually more than that, it’s a promise kept. That last part is key, as we’ll see later on. Emotional conclusion…. When you consider buying a car, the second largest investment your likely to make, you do a lot of research. You consider gas mileage, color, engine size, upkeep costs, etc. Then you go to a dealership and you talk to a salesperson and they use words like reliable, exciting, even cool. You sit in the car and drive it. It’s an emotional experience. Once you know a car has met your logical requirements the actual purchase decision is all emotional. It’s the same with buying a tube of toothpaste or a sweater. The combined perception… Technical definition of a corporate brand. That perception, also referred to as reputation, takes years to form, and takes patience to build. Not optional.. You cannot decide not to have a brand. Since it is created by your audiences, you will have a brand whether you want one or not. You can choose to manage your brand, and benefit greatly from the results.There are many perceptions of what a brand is, from a burn mark on a steer to a logo to a product name. When we speak of a corporate brand we’re talking about a promise – actually more than that, it’s a promise kept. That last part is key, as we’ll see later on. Emotional conclusion…. When you consider buying a car, the second largest investment your likely to make, you do a lot of research. You consider gas mileage, color, engine size, upkeep costs, etc. Then you go to a dealership and you talk to a salesperson and they use words like reliable, exciting, even cool. You sit in the car and drive it. It’s an emotional experience. Once you know a car has met your logical requirements the actual purchase decision is all emotional. It’s the same with buying a tube of toothpaste or a sweater. The combined perception… Technical definition of a corporate brand. That perception, also referred to as reputation, takes years to form, and takes patience to build. Not optional.. You cannot decide not to have a brand. Since it is created by your audiences, you will have a brand whether you want one or not. You can choose to manage your brand, and benefit greatly from the results.

16. Extensible and relevant –Jello pudding and Crayola markers were both relevant extensions of their brand. When a company fails to keep an eye on relevancy with extensions they can end up with dismal extensions like: New Coke (famous for traditional taste; why change it?) Bic perfume (pens don’t extend to fragrance well) Levi’s Classic suits (known for casual wear – maybe leisure suits, but not business suits) We’ll have a strong brand when everyone in the company understands and lives the brand. We want to be sure everyone in the company understands why we are projecting the messages and look and feel that we are. It is essential that all employees understand the “why” behind the brand in order for them to own it. The key to building a strong brand is communicating the brand promise clearly and consistently at all of the touchpoints. Our goal is to make sure you can do that effectively. Jim’s: Even before the Macromedia acquisition was announced, it was time to take a look at the Adobe brand promise to ensure it was relevant to new audiences. There was a sense that employees lacked an understanding of who Adobe is and what the company stands for. The timing of the acquisition was incredibly fortunate for this project because it allowed us to include 6 or 7 of the Macromedia management team in the interviews. And to take into account the Macromedia heritage and culture. The methodology Deep immersion, including full access to all brand research. 1:1 and group interviews with senior leaders across all functions and geos. The integration context of three related brand initiatives The brand platform is the foundation We’re evaluating our brand architecture to support future product roadmap Visual identity assessment to understand our opportunity to integrate our look and feel, and support the evolved brand platform. The brand platform The central idea behind what we stand for is the brand promise The brand personality supports developing the “brand voice” and tone and manner of all brand expressions Extensible and relevant –Jello pudding and Crayola markers were both relevant extensions of their brand. When a company fails to keep an eye on relevancy with extensions they can end up with dismal extensions like: New Coke (famous for traditional taste; why change it?) Bic perfume (pens don’t extend to fragrance well) Levi’s Classic suits (known for casual wear – maybe leisure suits, but not business suits) We’ll have a strong brand when everyone in the company understands and lives the brand. We want to be sure everyone in the company understands why we are projecting the messages and look and feel that we are. It is essential that all employees understand the “why” behind the brand in order for them to own it. The key to building a strong brand is communicating the brand promise clearly and consistently at all of the touchpoints. Our goal is to make sure you can do that effectively. Jim’s: Even before the Macromedia acquisition was announced, it was time to take a look at the Adobe brand promise to ensure it was relevant to new audiences. There was a sense that employees lacked an understanding of who Adobe is and what the company stands for. The timing of the acquisition was incredibly fortunate for this project because it allowed us to include 6 or 7 of the Macromedia management team in the interviews. And to take into account the Macromedia heritage and culture. The methodology Deep immersion, including full access to all brand research. 1:1 and group interviews with senior leaders across all functions and geos. The integration context of three related brand initiatives The brand platform is the foundation We’re evaluating our brand architecture to support future product roadmap Visual identity assessment to understand our opportunity to integrate our look and feel, and support the evolved brand platform. The brand platform The central idea behind what we stand for is the brand promise The brand personality supports developing the “brand voice” and tone and manner of all brand expressions

17. The Importance of a Strong Brand So why is the Adobe brand so important? In addition to creating customer loyalty, building equity in Adobe’s Corporate brand contributes significantly to long term shareholder value.So why is the Adobe brand so important? In addition to creating customer loyalty, building equity in Adobe’s Corporate brand contributes significantly to long term shareholder value.

18. The Brand Is a 360-degree Customer Experience The brand promise is not just delivered in advertising and direct mail. Adobe has a vast number of “touchpoints” with its customers. From the first time a customer opens an Adobe product on their computer to a tradeshow in New York, customers are experiencing the Adobe brand promise every day.The brand promise is not just delivered in advertising and direct mail. Adobe has a vast number of “touchpoints” with its customers. From the first time a customer opens an Adobe product on their computer to a tradeshow in New York, customers are experiencing the Adobe brand promise every day.

19. Brand Platform The corporate tagline, “Better by Adobe.™”, concisely expresses the Adobe brand promise of helping people and organizations communicate better. Adobe employees are innovators, and so “Better by Adobe” captures the idea that Adobe is continually striving to find new ways to help people accomplish more-- by improving the ways they can create, manage and deliver high quality digital content. “Better by Adobe.™” not only communicates the rich brand heritage Adobe has created over the years with its technologies and products, but also points to the future of the many new innovations Adobe employees will continue to create for the benefit of its customers. The corporate tagline will be used to sign-off communications and to reinforce the advantages created by Adobe solutions. Using the following editorial and graphic usage guidelines will help us preserve the legal protection and strength of our corporate tagline. The corporate tagline, “Better by Adobe.™”, concisely expresses the Adobe brand promise of helping people and organizations communicate better. Adobe employees are innovators, and so “Better by Adobe” captures the idea that Adobe is continually striving to find new ways to help people accomplish more-- by improving the ways they can create, manage and deliver high quality digital content. “Better by Adobe.™” not only communicates the rich brand heritage Adobe has created over the years with its technologies and products, but also points to the future of the many new innovations Adobe employees will continue to create for the benefit of its customers. The corporate tagline will be used to sign-off communications and to reinforce the advantages created by Adobe solutions. Using the following editorial and graphic usage guidelines will help us preserve the legal protection and strength of our corporate tagline.

20. Brand Promise Adobe enables its customers to architect richer, more impactful, and extraordinarily useful interactions. Wherever information and media are created and consumed, Adobe helps people and organizations create breakthrough experiences. We believe breakthrough experiences are: Efficient - Creates the greatest impact through a minimum of work. Dramatic - Displays a marked difference. Effortless - Easy and intuitive to use and navigate. Immersive - Engaging in their presentation and comprehensive in their scope. Useful - Addresses real needs and open up new opportunities. Meaningful - Changes the way we see the world. We believe breakthrough experiences are: Efficient - Creates the greatest impact through a minimum of work. Dramatic - Displays a marked difference. Effortless - Easy and intuitive to use and navigate. Immersive - Engaging in their presentation and comprehensive in their scope. Useful - Addresses real needs and open up new opportunities. Meaningful - Changes the way we see the world.

21. Brand Personality To support our position as an enabler of breakthrough experiences, our visual style and voice must reflect a unique and recognizable personality. InnovativeWe are inventive and imaginative. We explore new ways of doing things that have never been done before. PassionateWe are committed and persistent. We challenge the status quo and strive to meet the highest standard. GenuineWe are sincere and reliable. We are true to our word and ethical in our actions. We are open and cultivate honesty and trust. If a customer were asked how he or she would describe Adobe, we would like these attributes to be the words the customer chooses. So we must be sure we are consistently innovative, passionate, and genuine in all of our communications and customer interactions.InnovativeWe are inventive and imaginative. We explore new ways of doing things that have never been done before. PassionateWe are committed and persistent. We challenge the status quo and strive to meet the highest standard. GenuineWe are sincere and reliable. We are true to our word and ethical in our actions. We are open and cultivate honesty and trust. If a customer were asked how he or she would describe Adobe, we would like these attributes to be the words the customer chooses. So we must be sure we are consistently innovative, passionate, and genuine in all of our communications and customer interactions.

22. Brand Globalization One brand, one world Corporate brand standards and messages communicated through - Brand Center - Email from brand managers Global considerations for new products - Cultural acceptance of creative platform - Translation issues We are a global company with offices in every part of the world. We show sensitivity to cultural differences of different regions of the world, but we are committed to communicating one consistent brand promise, personality and attributes. No matter where you are in the world, a message from Adobe should look and sound like it’s from Adobe. When new brand standards are established, Brand Communications will post those standards on the Brand Center and/or communicate them through an email, but we will make sure they communicated to all of the regions. Globalization is built into the process for product development. We are a global company with offices in every part of the world. We show sensitivity to cultural differences of different regions of the world, but we are committed to communicating one consistent brand promise, personality and attributes. No matter where you are in the world, a message from Adobe should look and sound like it’s from Adobe. When new brand standards are established, Brand Communications will post those standards on the Brand Center and/or communicate them through an email, but we will make sure they communicated to all of the regions. Globalization is built into the process for product development.