NetApp Unveils New Brand Identity Focused on Helping Customers Accelerate Their Business
SYDNEY, Australia. - March 11, 2008 --
NetApp (NASDAQ: NTAP) today debuted a new brand identity designed
to achieve a broader and deeper awareness of the company and to
communicate a consistent promise on a global basis to customers,
partners, and employees. Extensive market research and testing
helped NetApp create a new identity system that crystallises the
company's promise to the market and unifies the look of and the
experience everyone has with NetApp. The identity system makes a
bold statement about NetApp's strength in the marketplace and is
designed to drive greater understanding of NetApp as a company
people want to do business with.
"Our customers have always valued our ability
to deliver innovative solutions that provide outstanding cost
efficiency and enable breakthroughs for their businesses," said Dan
Warmenhoven, chairman and CEO of NetApp. "Our 'go-beyond' spirit
and passion for customer success continue to result in extremely
high customer loyalty. With this initiative, we are looking to
increase our impact and relevance with a broader range of people.
It's all about taking the success we've had and letting more people
know about it, so that we can continue to grow and lead the
industry."
Today's launch of a global brand program
increases NetApp's exposure to broader audiences, up-levels the
company's value proposition to focus on business as well as
technology, and kicks off the biggest awareness campaign in the
company's history to accelerate new-account acquisition and deeper
account penetration. Importantly, the NetApp® brand is
strongly grounded in NetApp's "create a model company" spirit and
is based on the values that have made NetApp a "Great Place to Work"
for the past six years, as ranked by FORTUNE and the Great Place to
Work Institute. Some of those values are trust and integrity,
teamwork and synergy, and going beyond, all of which strongly
shaped the NetApp brand unveiled today.
"Through our research, we validated that
although the NetApp brand is truly valued and respected among our
customer base, there is a need to expand and extend that
relationship to encompass new customers," said Elisa Steele, senior
vice president of Corporate Marketing at NetApp. "Our customers,
employees, partners, and shareholders connect with NetApp as a
'friendly partner' that offers innovation, new possibilities, and,
most important, collaboration. Our new tagline, 'Go further,
faster™,' recaps this feedback, articulating how customers
benefit from working with NetApp. We believe that innovation
enables success and that, when our customers succeed, we succeed.
Today, our new brand acknowledges our rich history but also conveys
a sense of what's possible in the future when we work together to
overcome the limits of technology and create new
opportunities."
Click
here to listen to a TechTalk podcast with Elisa Steele on why
the company invested in the branding initiative and what it means
to customers and the industry as a whole.
The new identity system debuts today and is
designed to increase recall of NetApp over time. As of today, the
official unified company name is NetApp. The new NetApp logo is a
bold blue gateway, designed to convey NetApp's strong history in
the data management business and its commitment to innovation and
customer service. The new logo also signals an opening to the
future-a gateway to new possibilities, new ideas, and new
perspectives-enabling our partners and customers to move beyond
barriers and experience business breakthroughs. The new tagline,
"Go further, faster," communicates NetApp's dedication to
delivering products and services that help our customers achieve
new business benefits and overcome limitations.
As part of the company's brand and awareness
efforts, NetApp has significantly improved and updated its Web
site, www.netapp.com. The
site features the new brand identity, user-directed content
delivery, and a streamlined interface for easier navigation,
readability, and searchability. Today also marks the debut of
NetApp's global awareness campaign, which kicked off with a
full-page color ad in The Wall Street Journal. The campaign also
includes extensive business and IT advertising and a massive
expansion of the company's global online-search marketing
program.
Additionally, NetApp will host its first-ever
global user conference, NetApp Accelerate, in San Francisco at the
Moscone West Convention Centre. Registration for the event, which
will be held from February 23 to 26, 2009, will begin later this
year. NetApp Accelerate is designed to bring together NetApp users,
channel and technology partners, and worldwide media and industry
analysts to share best practices, learn more about NetApp, and
communicate their business needs and priorities to executives
primed to listen closely to customer and stakeholder ideas. The
conference will feature a variety of NetApp and industry speakers,
discussion groups, birds-of-a-feather sessions, special keynote
addresses, executive 1:1 opportunities, and engaging entertainment,
all designed to create the industry's premier destination to learn
more about storage solutions, architectures, and
infrastructures.
About NetApp
NetApp is a leading provider of innovative data management
solutions that simplify the complexity of storing, managing,
protecting, and retaining enterprise data. Market leaders around
the world choose NetApp to help them reduce cost, minimise risk,
and adapt to change. For solutions that deliver unmatched
simplicity and value, visit us on the Web at http://www.netapp.com/au/.
NetApp, the NetApp logo, and Go further,
faster are trademarks or registered trademarks of NetApp, Inc. in
the United States and/or other countries. All other brands or
products are trademarks or registered trademarks of their
respective holders and should be treated as such.
Media Contact:
Gabriel Wong
Max Australia
Tel: +612 9954 3492
Gabriel.wong@maxaustralia.com.au