'It's Time for A Clear New World' (sounds like as if someone is trying to help the world!!)
Previous ads for SAP use to feature customer testimonials. But now in an uncertain economy SAP explores a new approach to promote the idea that SAP's software helps foster clarity.
Here clarity means "Transparency, visibility, accountability". As rightly explained by Marty Homlish, Chief Marketing Officer SAP that "In today's business environment, companies must see clearly, think clearly, and act clearly within their own organization as well as across their business network. Only those with the visibility to act effectively and decisively will survive and emerge stronger than the competition"
The campaign comes after SAP's net income dropped as result of a late-year crash in the global economy and in the midst of rumor and market talk that Microsoft is looking to purchase SAP.SAP has taken measures to reduce cost by some €200 million in largely made up of the widely publicized hiring freeze and elimination of non-customer facing travel.
Print and digital ads began rolling out in the U.S. and Germany in May, and will expand to other European and Asian markets . The company has also revamped its Web site and optimized it for mobile connectivity as well.The campaign will also include out-of-home billboards.
One of the point to note is that the tagline, "The best-run businesses run SAP," remains.Reason as explained by Leo Apotheker,who is the new CEO of SAP "Before, to be a best-run business, a lot of it had to do with being profitable and being efficient. Now we're saying there's another level to that, which is transparency and accountability,"
How much can SAP benefit from this re-branding approach?
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