On June 2nd, brand leaders from some of the largest companies in the Bay Area shared their perspectives on Brand Implementation Across All Touchpoints to an audience of 60 brand professionals at the Spring Silicon Valley Brand Forum at Applied Materials.
Many brand managers facing a launch of an evolved brand across the globe probably wish they could sit down with someone who had just gone through the invigorating and grueling process and hear how they did it. Criss Marshall, the global brand director at NetApp, did just that for our audience, taking us through the design philosophy and objectives behind the logo redesign and the new illustrations that more effectively tell the NetApp story. She shared successes and lessons learned, taking us through the journey of redefining their brand and then communicating it both internally and externally across the world.
Our panel discussion offered three diverse perspectives on brand implementation, as Kurt Kwok, Rod Swanson and Mike Sanchez offered their views as representatives from a B2B company (Applied Materials), a B2C company (EA) and a combination B2B/B2C company (Cisco), respectively. From Kurt’s comments about being both a branded house and house of brands, to Mike’s awareness that their marketing needed to include a BSO at consumer touchpoints to Rod’s assertion on the value of communities as touchpoints for EA, the discussion was extremely insightful. Oh, a BSO? That’s a Bright, Shiny Object.
Don’t miss our next forum in the fall. We”ll keep you posted.
