More on Sage branding changes
I’ve spoken to a lot of people since the keynote and there are some big concerns about moving the focus from the individual product brands to emphasize focus on the core Sage brand. Nothing has been firmly announced yet but the speculation is that the new branding will see product names go away to be replaced by numbers with product type designations – much like the Sage UK and European product naming.
Is this a bad thing? I realize that there are some very strong brand names in the Sage portfolio – Act!, Peachtree, MAS, Accpac, Saleslogix, etc. and there are a large number of customers using each of these products that recognize the current name.
But… are they invested emotionally with the product name? I’m not so sure. The names are used as placeholders – “my Act! system”, “enter it into Peachtree”, “get the reports from MAS” (or “Accpac”), etc. In general, we don’t see people jumping up on couches professing love for Peachtree like Tom Cruise famously did about Katie Holmes.
In fact, in many ways, shifting the focus to the Sage brand instead of individual products allows the customers, the channel and Sage to develop a clean, consistent image of the brand that allow more of a family feeling to spread for the suite of products – as opposed to loyalty to any specific products. This is a huge advantage for all involved.
Think about Apple for a moment. Apple puts out an iPad and you expect a certain amount of quality and pizzazz from the product before you even speak to a sales person or read a brochure or pick up the device. It helps me as a customer identify what I should expect and it helps Apple engineers understand that same message.
Yes – there may be some pain during the transition and, I suspect, that some folks will be still calling their software by the old, individual product name for years to come but overall I think this is a brilliant and long overdue by Sage.