New BEA effort emphasizes overall brand, not products

SAN JOSE, CA: Enterprise software firm BEA Systems has launched its first global branding campaign in a decade, with a focus on the company's vision and brand promise, rather than just its products.

SAN JOSE, CA: Enterprise software firm BEA Systems has launched its first global branding campaign in a decade, with a focus on the company's vision and brand promise, rather than just its products.

It's an approach that appears to be gaining popularity among the recovering tech sector.

Under the new tagline "Think liquid," BEA's campaign encourages the technology industry to think about the fluidity and simplicity BEA brings to doing business, said May Petry, director of corporate communications.

"Our image was more about the product, and not an overall brand promise," added CMO Marge Breya. "We want to talk about how IT can be far more fluid than it is, and that BEA is the company that can put strength in that fluidity."

PR is playing a key role in the company's new brand strategy, added Breya.

BEA is best known for application infrastructure software, which enables business applications to run and work together. Software integration is still one of the biggest challenges businesses face, and the new campaign focuses on BEA's ability to make that software integration, and the business processes that depend on that integration, much more fluid.

BEA is only the latest tech company to launch a branding campaign encouraging audiences to look at its brand promise rather than its products. Sun Microsystems launched such a campaign in June, as did Adobe Systems in April and Autodesk in March.

The three-year campaign will focus both on customer testimonials, as well as establishing a more "aspirational" thought-leadership role for BEA, said Breya.

The $1 billion company is hoping to become synonymous with technology that allows for the free flow of information and business processes that help companies succeed.

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