Title: Senior VP-Brand Management
Years at company: 2.5 (including Bay Networks)
Years in b-to-b marketing: 8
Marketing philosophy: "In a world that lives in a tangible and virtual sense, it is crucial for companies, both business and consumer, to define themselves to their customers as who they are, what they do, why they matter and, ultimately, why they are different and better."
Using the lyrics of the Beatles' "Come Together" as a metaphor for the company's ability to help customers take advantage of the Internet, Nortel Networks recently launched an integrated global brand marketing campaign in nine languages.
Nortel Networks is seeking to position itself "as the only company that can deliver . . . networks that provide solutions that integrate data and telephony in both the wired and wireless world," says Jeffrey Brooks, senior VP-brand management.
The development and execution of the campaign was not centralized at the Brampton, Ontario, headquarters of Nortel Networks, but was instead spearheaded by Mr. Brooks in Boston with input from global colleagues.
The campaign's branding components included a new company name and visual identity as well as extensive TV, print and Web advertising. After the company's merger with Boston-based Bay Networks last September, Nortel changed its name to Nortel Networks and unveiled a distinctive new logo created by Fitch Inc., Boston.
Mr. Brooks says the campaign is designed to increase brand recognition of Nortel Networks and "reinforce our position as the company at the heart of the Internet revolution."
TV spots from Temerlin McClain, Dallas, launched March 12. A 60-second commercial begins with a CEO standing at a podium reciting the cryptic opening lyrics to "Come Together." As a narrator says Nortel Networks is changing the way business communicates, the Beatles song comes up and cutaways reveal the role networks play in the daily lives of the company's employees, partners and customers.
Two 30-second spots showcase specific business applications: voice-button technology, which lets Web users talk live to a person online, and unified message technology solutions that put e-mail, fax and voice mail on the PC.
Mr. Brooks says developing a big theme to match the power of "Come Together" was the biggest challenge. "The message, the visual imagery, had to rise to the almost anthem-like quality that the music and lyrics have," he says.
Print ads began appearing in mid-March in The Wall Street Journal and other major daily newspapers. Print ads will also run in top business magazines, IT publications and vertical trade magazines.
An Internet campaign is targeted at business decisionmakers and technical influencers. Web banner ads are running on sites belonging to CNN, ESPN and Sports Zone, as well as CMP.net and ZDNet.
Mr. Brooks reports that initial feedback on the campaign and the company's new image from attendees at last month's CeBIT trade fair in Germany "has been dramatically encouraging. . . . They felt it was effective positioning for Nortel Networks."