Red Hat revels in branding triumph despite criticism

DURHAM, NC: Weeks after the departure of Red Hat’s chief marketing officer, Tom Butta, the impact on the company remains unclear.

DURHAM, NC: Weeks after the departure of Red Hat’s chief marketing officer, Tom Butta, the impact on the company remains unclear.

DURHAM, NC: Weeks after the departure of Red Hat’s chief marketing

officer, Tom Butta, the impact on the company remains unclear.



Red Hat has been criticized in the press for failing to establish itself

as a brand following a much-publicized IPO last August. However, Red

Hat’s PR agency, Schwartz Communications, railed against that

notion.



’They’re a branding triumph,’ said EVP David Close, citing Harris

Interactive survey results from November 1999 that ranked Red Hat as the

17th ’best regarded’ company, after Microsoft and before Motorola.



He added that Red Hat renewed and expanded its contract with Schwartz in

March to allow for a larger PR team.



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