Avaya is what's known as an "empty vessel" and doesn't mean anything in particular. "It's a made-up word that gives us an opportunity through our behavior and our performance to define what it means," said Paul Myer, VP-marketing communications at Avaya. Mr. Myer said the name tested well, conjuring such associations as "open-minded," "spirited" and "agile." It suggested "ease and speed and energy . . . a seamless connection," he said.
Mr. Myer also said executives are in the process of looking for a chief marketing officer, who they hope will be installed before the spin-off. He did not have a shortlist of candidates.
The ads, breaking in the U.S. in The Wall Street Journal, The New York Times and other leading dailies, feature a new red logo--Avaya Communication, with Avaya in all capital letters. There's no tagline in the ads, but Mr. Myer didn't rule it out for the next wave of advertising in the fall. The ads focus on the new name and "on the fact that we're coming from a successful IPO from five years ago . . . Lucent," Mr. Myer said, adding "we're focusing on establishing our identity and the transition from Lucent to Avaya."
Creative features a large headline touting that Avaya has almost 1 million customers in 90 countries, and it's just getting started. Text explains that Avaya is in the communications solutions business and capitalizes on a proud heritage from Lucent Technologies and Bell Labs.
Copyright June 2000, Crain Communications Inc.