STEIN ROGAN + PARTNERS BREAKS MAJOR BRANDING CAMPAIGN FOR SYMBOL TECHNOLOGIES
Global Tech Leader Adopts New Brand Positioning as Symbol. The Enterprise Mobility Company™
NEW YORK, NY, March 29, 2004 – Widely known as the pioneer and leader in laser bar code scanning, and more recently as a leader in mobile computing and wireless networking, Holtsville, Long Island based Symbol Technologies is launching a new brand positioning as Symbol. The Enterprise Mobility Company. The brand positioning and integrated launch campaign were developed by Symbol’s agency of record, Stein Rogan + Partners.
“Increasingly, businesses are considering enterprise mobility – with managers, associates and trading partners connected to information and business-critical applications in real time – as the key to continued gains in productivity,” states Stein Rogan CEO Tom Stein.
Symbol Chief Marketing Officer Phil Juliano, adds “We’ve entered computing’s fifth major age – the age of mobility. And no company is better or more fully suited to help customers create new advantage through enterprise mobility solutions than Symbol.”
Symbol’s new positioning was crystallized based on the continued evolution of the IT market, as well as the most comprehensive brand study ever undertaken by Symbol. “The results of the study were very clear,” comments Stein. “Symbol adds huge value to its brand and brings even more value to its customers and partners by embracing the position as the leading global provider of enterprise mobility solutions.”
In order to telegraph and literally own this new corporate brand positioning, Symbol and Stein Rogan developed the tag line, “The Enterprise Mobility Company,” which now appears as integral part of an updated, more streamlined brand logo.
Importantly, a fully integrated marketing campaign – involving print and online advertising, direct marketing, public and associate relations, trade show marketing, webinars and other venues – is launching in April to create awareness of Symbol as the premier provider of enterprise mobility for mission-critical applications.”
“The campaign is all about the profound advantages that enterprise mobility can create for businesses in industries ranging from retail to healthcare, transportation and logistics to government,” Stein relates. “The campaign also emphasizes Symbol’s unique capabilities to capture, move and manage information in real time, from the point of business activity to the point of greatest business impact,” he concludes.
Campaign creative, which is based on extensive marketplace due diligence, conveys powerful pain/gain points in key vertical markets. “The problems Symbol solves are the ones that keep CEOs, CIOs, senior operation and IT executives up at night. Our creative utilizes ‘telling” truths that connect with customers on an emotional and rational level,” Stein notes.
Overall, approximately $5 million will be spent through the remainder of 2004 on all venues in the integrated campaign.
“This is the first part of a truly pivotal branding initiative for Symbol. As we gain brand traction as The Enterprise Mobility Company, which already is starting to happen, we will gain the business traction to help us grow dramatically,” concludes Juliano.
###
About Symbol Technologies
Symbol Technologies, Inc. (NYSE:SBL) delivers enterprise mobility solutions that enable anywhere, anytime data and voice communication designed to increase productivity, reduce costs and realize competitive advantage. Symbol systems and services integrate rugged mobile computing, advanced data capture and wireless networking for the world's leading retailers, transportation and logistics companies and manufacturers as well as government agencies and providers of healthcare, hospitality and security. More information is available at www.symbol.com.
About Stein Rogan + Partners
Stein Rogan + Partners (www.steinrogan.com) is a full-service integrated and interactive advertising agency that builds brand and creates demand for market leaders in such categories as technology, e-business, entertainment, communications, education, media, travel, teen/college and more.
###
Global Tech Leader Adopts New Brand Positioning as Symbol. The Enterprise Mobility Company™
NEW YORK, NY, March 29, 2004 – Widely known as the pioneer and leader in laser bar code scanning, and more recently as a leader in mobile computing and wireless networking, Holtsville, Long Island based Symbol Technologies is launching a new brand positioning as Symbol. The Enterprise Mobility Company. The brand positioning and integrated launch campaign were developed by Symbol’s agency of record, Stein Rogan + Partners.
“Increasingly, businesses are considering enterprise mobility – with managers, associates and trading partners connected to information and business-critical applications in real time – as the key to continued gains in productivity,” states Stein Rogan CEO Tom Stein.
Symbol Chief Marketing Officer Phil Juliano, adds “We’ve entered computing’s fifth major age – the age of mobility. And no company is better or more fully suited to help customers create new advantage through enterprise mobility solutions than Symbol.”
Symbol’s new positioning was crystallized based on the continued evolution of the IT market, as well as the most comprehensive brand study ever undertaken by Symbol. “The results of the study were very clear,” comments Stein. “Symbol adds huge value to its brand and brings even more value to its customers and partners by embracing the position as the leading global provider of enterprise mobility solutions.”
In order to telegraph and literally own this new corporate brand positioning, Symbol and Stein Rogan developed the tag line, “The Enterprise Mobility Company,” which now appears as integral part of an updated, more streamlined brand logo.
Importantly, a fully integrated marketing campaign – involving print and online advertising, direct marketing, public and associate relations, trade show marketing, webinars and other venues – is launching in April to create awareness of Symbol as the premier provider of enterprise mobility for mission-critical applications.”
“The campaign is all about the profound advantages that enterprise mobility can create for businesses in industries ranging from retail to healthcare, transportation and logistics to government,” Stein relates. “The campaign also emphasizes Symbol’s unique capabilities to capture, move and manage information in real time, from the point of business activity to the point of greatest business impact,” he concludes.
Campaign creative, which is based on extensive marketplace due diligence, conveys powerful pain/gain points in key vertical markets. “The problems Symbol solves are the ones that keep CEOs, CIOs, senior operation and IT executives up at night. Our creative utilizes ‘telling” truths that connect with customers on an emotional and rational level,” Stein notes.
Overall, approximately $5 million will be spent through the remainder of 2004 on all venues in the integrated campaign.
“This is the first part of a truly pivotal branding initiative for Symbol. As we gain brand traction as The Enterprise Mobility Company, which already is starting to happen, we will gain the business traction to help us grow dramatically,” concludes Juliano.
###
About Symbol Technologies
Symbol Technologies, Inc. (NYSE:SBL) delivers enterprise mobility solutions that enable anywhere, anytime data and voice communication designed to increase productivity, reduce costs and realize competitive advantage. Symbol systems and services integrate rugged mobile computing, advanced data capture and wireless networking for the world's leading retailers, transportation and logistics companies and manufacturers as well as government agencies and providers of healthcare, hospitality and security. More information is available at www.symbol.com.
About Stein Rogan + Partners
Stein Rogan + Partners (www.steinrogan.com) is a full-service integrated and interactive advertising agency that builds brand and creates demand for market leaders in such categories as technology, e-business, entertainment, communications, education, media, travel, teen/college and more.
###