NetApp Unveils New Brand Identity

NetApp has debuted a new brand identity designed to achieve a broader and deeper awareness of the company and to communicate a consistent promise on a global basis to customers, partners, and employees. Extensive market research and testing helped NetApp create a new identity system that crystallizes the company's promise to the market and unifies the look of and the experience everyone has with NetApp. The identity system makes a bold statement about NetApp's strength in the marketplace and is designed to drive greater understanding of NetApp as a company people want to do business with.

This launch of a global brand program increases NetApp's exposure to broader audiences, up-levels the company's value proposition to focus on business as well as technology, and kicks off the biggest awareness campaign in the company's history to accelerate new-account acquisition and deeper account penetration. Importantly, the NetApp brand is strongly grounded in NetApp's "create a model company" spirit and is based on the values that have made NetApp a "Great Place to Work" for the past six years, as ranked by FORTUNE and the Great Place to Work Institute. Some of those values are trust and integrity, teamwork and synergy, and going beyond, all of which strongly shaped the new NetApp brand.

The new identity system is designed to increase recall of NetApp over time. With immediate effect, the official unified company name is NetApp. The new NetApp logo is a bold blue gateway, designed to convey NetApp's strong history in the data management business and its commitment to innovation and customer service. The new logo also signals an opening to the future a gateway to new possibilities, new ideas, and new perspectives enabling partners and customers to move beyond barriers and experience business breakthroughs. The new tagline, "Go further, faster", communicates NetApp's dedication to delivering products and services that help our customers achieve new business benefits and overcome limitations.

As part of the company's brand and awareness efforts, NetApp has significantly improved and updated its Web site. The site features the new brand identity, user-directed content delivery, and a streamlined interface for easier navigation, readability, and searchability. Today also marks the debut of NetApp's global awareness campaign, which kicked off with a full-page color ad in The Wall Street Journal. The campaign also includes extensive business and IT advertising and a massive expansion of the company's global online-search marketing program.

Additionally, NetApp will host its first-ever global user conference, NetApp Accelerate, in San Francisco at the Moscone West Convention Center. Registration for the event, which will be held from February 23 to 26, 2009, will begin later this year. NetApp Accelerate is designed to bring together NetApp users, channel and technology partners, and worldwide media and industry analysts to share best practices, learn more about NetApp, and communicate their business needs and priorities to executives primed to listen closely to customer and stakeholder ideas. The conference will feature a variety of NetApp and industry speakers, discussion groups, birds-of-a-feather sessions, special keynote addresses, executive 1:1 opportunities, and engaging entertainment, all designed to create the industry's premier destination to learn more about storage solutions, architectures, and infrastructures.

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