The importance of branding

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What is it that makes a brand’s positioning effective? Is it a quirky logo? Creative tone? Clever marketing? Well, many would argue you need all of these in a holistic approach to be successful.

Every year Interbrand releases the Best Global Brands list. Amongst the top of the 2011 list were Apple, Google and IBM. The dominance of technology brands in the higher echelons of the list indicates the industry must be doing something right when it comes to branding. In technology and IT, it’s no secret you need to differentiate or die – and Apple, Google and IBM are prime examples of understanding that a brand means a lot more than just products.

Apple’s long history includes extreme lows and highs, and right now its current wave of success is testament to the need for technology products to differentiate through branding. The late Steve Jobs and his team have created an aura around Apple, combining innovation in product design, a unique take to market strategy, and brand positioning.

Granted, Apple speaks to a broad consumer market, but the need to add value through branding is no different in the ERP and BI space. In an area where Pronto Software has been breaking ground for 30 years, we are excited to announce the next chapter for us – starting with the unveiling of the new-look Pronto Software earlier this year.

If you’ve been to the Pronto Software website recently or received any communication from our team, you will have noticed our new branding and logo.

The rebranding was a long time coming. After 10 years of significant growth under the Pronto Software logo and branding we all know well, we decided it was time for a fresh new look that reflected the way we work in 2012. Core to this approach is that we listen to customers and work with them to uncover a better understanding about their operation through ERP and BI software.

For a full overview of what our new brand means, take a look at this video: http://www.pronto.net/about/listening

Here’s to a new direction for Pronto – and another 30 years of leading ERP and Business Intelligence solutions.

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prontologo old
Pronto's previous logo - used from 2001 to 2011

 

prontologo new

Pronto's new logo - circa 2012

 

David Jackman

David Jackman

David Jackman was the Managing Director for ERP vendor Pronto Software.

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