BEA Systems Launches New Brand Identity, Challenges IT Industry to “Think liquid.”

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Today’s Frozen IT Assets to Become Enterprise Liquid Assets

NEW YORK, June 9, 2005 –BEA Systems, Inc. (NASDAQ: BEAS), today unveiled a new brand identity, corporate tagline and marketing campaign designed to raise the company’s profile and to communicate its value proposition to IT customers. The new tagline, “Think liquid.” reflects BEA’s critical importance as a leading independent provider of enterprise infrastructure software that enables the free flow of information, business processes and services within and across businesses.

The three-year, multi-phased marketing campaign behind “Think liquid.” challenges IT to move beyond the business silos and vertically integrated “software stacks” of old, to a new world order based on horizontally integrated “Service Networks” aimed at helping  quickly deliver business, IT, personal and professional services to improve enterprise productivity.

“’Think liquid.’ encapsulates BEA’s vision for creating liquid assets from the frozen, hardwired assets in today’s IT environment,” said Marge Breya, chief marketing officer, BEA Systems, Inc. “BEA is already known as a technology innovator with rock-solid products. Our customers love us, and we want to expand that footprint in a relevant, inspiring way. The new marketing campaign is designed to inspire a world of liquid thinkers that compose, configure and re-use technology assets on the fly to meet business needs.”

BEA’s multi-year marketing campaign for “Think liquid.” will be marked by an array of aggressive and innovative marketing approaches, including:

To support the multi-year marketing effort, BEA has contracted with several of the world’s leading brand, public relations and marketing services firms, including:

The “Think liquid.” campaign was conceptualized by BEA’s new branding agency of record Eleven, Inc. “We are thrilled to partner with a revolutionary company like BEA,” said Jordan Warren, president and chief executive officer, Eleven, Inc. “We believe that for BEA, an integrated marketing approach – incorporating all touch points for their customers and employees including brand identity, event marketing, advertising, direct marketing, Web design and online marketing – will allow them to escalate their business platform to the next level in a very passionate, meaningful way.”

The integrated marketing effort will be complemented by an active and visible “Liquid Assets” PR campaign, designed to elevate BEA's market and thought leadership in the hyper-competitive software industry. “Innovation is the lifeblood of good technology PR, and fortunately BEA sits at the sweet spot of the technology industry's critical trends,” said Tim Marklein, executive vice president for Weber Shandwick. “As the pioneer behind both application infrastructure and service infrastructure, BEA has incredible assets with which to fuel the industry debate. We're excited to be part of the team that will enhance BEA's brand profile and drive increased preference for their market-leading products.”

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