BEA Systems, Inc. unveiled a new brand identity, corporate tagline and marketing campaign designed to raise the company's profile and to communicate its value proposition to IT customers. The new tagline, "Think liquid." reflects BEA's critical importance as a leading independent provider of enterprise infrastructure software that enables the free flow of information, business processes and services within and across businesses.

The three-year, multi-phased marketing campaign behind "Think liquid." challenges IT to move beyond the business silos and vertically integrated "software stacks" of old, to a new world order based on horizontally integrated "Service Networks" aimed at helping quickly deliver business, IT, personal and professional services to improve enterprise productivity.

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