Novell, Orem, Utah, plans to break an ad within the next two weeks in key business publications, newspapers and information technology trades that will suggest elements of its new corporate brand positioning. The ad will run for about three months. The bulk of the company's new $20 million brand push from Sicola-Martin, Austin, Texas, will come in May, said Carol Manning, Novell's director of advertising. An additional $20 million international effort by Sicola and DDB
Worldwide, Dallas, is expected to launch shortly thereafter. A messaging and positioning exercise now under way likely will be completed in early March. Ms. Manning declined to reveal initial details of the positioning. However, the campaign is expected to leverage Novell's successful NetWare franchise, as well as its e-directory and directory services products.
Copyright February 2000, Crain Communications Inc.