March 10, 2008 - NetApp debuted a new brand identity designed to achieve a broader and deeper awareness of the company and to communicate to customers, partners and employees.
Market research and testing helped NetApp create a new identity system. The identity system is intended to make a statement about NetApp's strength in the marketplace and is designed to drive greater understanding of NetApp as a company.
"Our customers have always valued our ability to deliver innovative solutions that provide outstanding cost efficiency and enable breakthroughs for their businesses," said Dan Warmenhoven, CEO of NetApp. "Our go-beyond spirit and passion for customer success continue to result in extremely high customer loyalty. With this initiative, we are looking to increase our impact and relevance with a broader range of people. It's all about taking the success we've had and letting more people know about it, so that we can continue to grow and lead the industry."
The launch of a global brand program increases NetApp's exposure to broader audiences and kicks off the biggest awareness campaign in the company's history to accelerate new-account acquisition and deeper account penetration.
"Through our research, we validated that although the NetApp brand is truly valued and respected among our customer base, there is a need to expand and extend that relationship to encompass new customers," said Elisa Steele, senior vice president of Corporate Marketing at NetApp. "Our customers, employees, partners and shareholders connect with NetApp as a friendly partner that offers innovation, new possibilities and, most important, collaboration. Our new tagline, go further, faster, recaps this feedback, articulating how customers benefit from working with NetApp."
The new identity system debuted Thursday and is designed to increase recall of NetApp over time. The official unified company name is NetApp. The new NetApp logo is a bold blue gateway, designed to convey NetApp's history in the data management business and its commitment to innovation and customer service. The new logo also signals an opening to the future - a gateway to new possibilities, new ideas and new perspectives. The new tagline, "Go further, faster," is intended to communicate NetApp's dedication to delivering products and services that help our customers achieve new business benefits and overcome limitations.
As part of the company's brand and awareness efforts, NetApp updated its Web site. The site features the new brand identity, user-directed content delivery and a streamlined interface for easier navigation, readability and searchability.
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