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Netapp unveils new brand identity

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Network Appliance, also known as NetApp , has unveiled a new brand identity designed to achieve a broader and deeper awareness of the company and to communicate a consistent promise on a global basis to customers, partners, and employees.

Extensive market research and testing helped NetApp create a new identity system that crystallises the company’s promise to the market and unifies the look of and the experience everyone has with NetApp.

The identity system makes a bold statement about NetApp’s strength in the marketplace and is designed to drive greater understanding of NetApp as a company people want to do business with.

"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, chairman and 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."

Today’s launch of a global brand program increases NetApp’s exposure to broader audiences, up-levels the company’s value proposition to focus on business as well as technology, and kicks off a huge awareness campaign to accelerate new-account acquisition and deeper account penetration.

Importantly, the NetApp brand is strongly grounded in NetApp’s create a model company” spirit and is based on the values that have made NetApp a - great place to work- for the past six years, as ranked by Fortune and the Great Place to Work Institute. Some of those values are trust and integrity, teamwork and synergy, and going beyond, all of which strongly shaped the NetApp brand unveiled.

“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.

“We believe that innovation enables success and that, when our customers succeed, we succeed. Today, our new brand acknowledges our rich history but also conveys a sense of what’s possible in the future when we work together to overcome the limits of technology and create new opportunities.”

The new identity system 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 strong 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—enabling our partners and customers to move beyond barriers and experience business breakthroughs. The new tagline - go further, faster- communicates NetApp’s dedication to delivering products and services that help its customers achieve new business benefits and overcome limitations.

As part of the company's brand and awareness efforts, NetApp has significantly improved and updated its website. The site features the new brand identity, user-directed content delivery, and a streamlined interface for easier navigation, readability, and searchability.

NetApp’s global awareness campaign has also kicked off with a full-page colour ad in The Wall Street Journal. The campaign also includes extensive business and IT advertising and a massive expansion of the company’s global online-search marketing program.

Additionally, NetApp will host its global user conference, NetApp Accelerate, in San Francisco at the Moscone West Convention Centre. Registration for the event, which will be held from February 23 to 26, 2009, will begin later this year.

NetApp Accelerate is designed to bring together NetApp users, channel and technology partners, and worldwide media and industry analysts to share best practices, learn more about NetApp, and communicate their business needs and priorities to executives primed to listen closely to customer and stakeholder ideas.

The conference will feature a variety of NetApp and industry speakers, discussion groups, birds-of-a-feather sessions, special keynote addresses, executive 1:1 opportunities, and engaging entertainment, all designed to create a destination to learn more about storage solutions, architectures, and infrastructures.

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