CA Launches New Global Branding Program
Monday, 14 November 2005
CA launched a new integrated global branding program to demonstrate CA's commitment to unifying and simplifying the management of enterprise-wide information technology (IT) to help ensure customers receive the maximum return on their IT investments.
The Company's refined positioning, name change to CA, evolution of its brand image and new, global marketing campaign, "Believe Again", were all unveiled today at the opening of CA World 2005, the Company's annual customer conference, to more than 6,000 customers, partners, analysts, press and employees.
"Our new voice in the marketplace reflects the transformation underway at CA and the unique opportunity we have in the industry," said CA President and CEO John Swainson. "The brand focuses on CA's strengths in helping its customers unify and simplify the management of enterprise-wide IT, and we can do this better than anyone else.
Our technology vision takes an integrated suite-based focus, and we're delivering products towards this vision today. Changing our name to CA is just one of the many components of the work we are doing to build on this strength and transform the Company. It makes practical sense; it's what our customers already call us."
The brand promise, to unify and simplify the management of enterprise-wide IT, builds on the Company's strengths in providing customers with the most comprehensive, vendor-neutral, integrated and modular IT management solutions in the industry.
The goal of the branding program is to communicate these market differentiators and demonstrate CA's commitment to its industry vision, Enterprise Information Technology Management (EITM), which aligns IT resources with the business needs of the organization through an integrated, automated and secure platform.
"The new branding program reflects insights from hundreds of customers, partners and other influencers around the world about what is missing from technology today and where they see opportunities for CA," said CA Chief Marketing Officer Don Friedman. "They told us IT should be simpler, align better to the business and be more automated and transparent.
They also told us that they believed CA is one of the few vendors that can deliver on this vision for IT. Through the marketing campaign, we're asking the industry to "Believe Again" in the power of technology to deliver value and make a difference in their businesses." The integrated marketing campaign will demonstrate a consistent brand message and image to CA's global audiences through a global print advertising campaign, website redesigns, online marketing, collateral and signage.
The Company has also modified its logo, bringing the "C" and "A" closer together to symbolize unification and simplification. The advertising campaign, featuring creative that asks "Remember When Technology Had The Power To Inspire You?" tells customers they can "Believe Again" in the power of IT, launches globally tomorrow with print ads in major business dailies, including The Wall Street Journal, The New York Times and Financial Times, along with IT trade publications, such as Computerworld, InformationWeek, eWEEK and InfoWorld.
The branding program and advertising campaign was developed by a customized, multi-disciplinary team of Interpublic Group (IPG) agencies led by Draft. The brand identity was developed by New York-based Sequel Studio.