"Everything is subject to change. What will change remains to be seen. The process has only begun," said Jim Taylor, senior VP-global marketing.
There are some sacred cows: Mr. Taylor said the trademark b&w holstein cow print boxes will stay, as will the long time tag, "You've got a friend in the business." And Gateway has no interest in abandoning its insular "Silicon prairie" culture.
It has enlisted Blackburn Young Haykel, a Westport, Conn., identity consultancy, for the sweeping review of the brand. The review involves executives from Gateway's four divisions as well as those from Mr. Taylor's corporate group, including brand managers.
Mr. Taylor said Gateway is not looking for a new ad agency. Gateway hired D'Arcy Masius Benton & Bowles, Los Angeles, as global agency of record in March for its estimated $70 million account. DMB&B handles TV and ads outside computer magazines; Gateway manages computer press ads in-house.
The DMB&B relationship had a bumpy start, largely reflecting differences in culture between the agency and Gateway. Mr. Taylor said agency and client still are learning, but that the relationship is secure.
Gateway is showing a willingness to reconsider other communications disciplines. People close to the company said it is weighing hiring Edelman Worldwide for