SAS BREAKS GLOBAL BRAND CAMPAIGN
By Adnews Staff
SAS Institute, based in Cary, North Carolina, has launched a new global brand campaign called "Power to Know" in an effort to broaden awareness of the world's largest software company. Mike Tindal, director of marketing, SAS Canada, said results from survey's conducted by SAS showed, although perceptions of the company were positive, not enough people knew about SAS. The new brand campaign includes an updated logo, a new tagline, a re-designed company Web site at <http://www.sas.com> and the launch of a Canadian site at <http://www.sas.com/canada>. Also supporting the branding effort is advertising, marketing and public relations campaigns incorporating the "Power to Know" positioning. In Canada, the campaign broke with print ads in dailies, business and technology publications and other industry magazines. Advertising is expected to focus on SAS' new suite of e-Intelligence software solutions. Creative for the branding campaign was developed by Howard, Merrell & Partners of Raleigh, North Carolina.