Nortel Says "This is the Way" in Brand Campaign
Delivering on its commitment to become a more marketing-led company today unleashed a global branding initiative with sweeping changes to the company's look, feel and voice based on the theme, "This is the Way. This is Nortel." The first deliverable of this initiative is a global ad campaign breaking today that provides tangible evidence Nortel is delivering communications capabilities that ignite and power global commerce while helping people solve the world's greatest challenges. "Today we're confirming that marketing is now a strategic asset for Nortel, vital to growing our market momentum by helping us reach customers and prospects about the value we can bring to the world's most critical communications," said Bill Owens, president and chief executive officer, Nortel. "Our solutions are a catalyst for addressing the most profound challenges facing businesses, consumers and societies." Nortel is taking an important step in changing the way it defines itself, moving the discussion from "the network" to what people "do with the network." The ad campaign tells the Nortel story of strength, confidence and security -- communications you can count on -- to CEOs, CFOs and CIOs, using major business and news media around the world. Also marking a shift, Nortel will advertise on television for the first time since 2001. ... With creative strategy and development by The Richards Group, an internationally renowned branding firm and Nortel's agency of record, the campaign comes with a new theme: "This is the Way. This is Nortel." ... The print advertising takes a direct approach to the same messages, showcasing all of the places Nortel can be found through simple and powerful copy: "This is the way 600 million people move around the planet. You'll find Nortel in every single one of the world's top 20 airlines."About The Richards Group: The Richards Group, located in Dallas, is one of the largest independent branding agencies in the nation. Agency clients include the standard-setting brands of The Home Depot, Chick-fil-A, Hyundai, Red Lobster, Motel 6 and Fruit of the Loom. The Richards Group can be found at http://www.richards.com/. Excepts taken from Nortel 11/8/04 press release.
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