Conference 7.286::digital

        I sure hope that this brand campaign is connected to the new
        logo and we don't change our logo halfway through a new campaign
        to give `identity' to Digital in the marketplace.

        					B.J.

.1>        I sure hope that this brand campaign is connected to the new
.1>        logo and we don't change our logo halfway through a new campaign
.1>        to give `identity' to Digital in the marketplace.
    
    The article says that it "focuses" on our new logo. But, I don't blame
    you for not taking the time to plow through it.
    

>The brand identity effort is the result of months of 
>  extensive worldwide research into how customers and employees perceive 
>  Digital when compared to our competitors.  The research showed that Digital 
>  has no consistent identity in the marketplace.

    While I was with Burroughs, they spent tons on money changing the
    company logo to change it's image. Soon after they merged with
    Sperry and, oops, new name- Unisys. 
    
    What's in store for us after we change our logo?

    Mitsugital?  "The power of to be or not to be?"
    
    Steve

    Now don't take this in the wrong text, because I do bielieve we need to
    market D I G I T A L ( possible new logo ) in a broader since. But
    BRING IMAGINATIONS TO WORK sounds like something from the Walt Disney
    Corporation ( just my first impression ). Sure hope this is a first
    class production, and I have a different opinion after reading or
    viewing this campaign.

    So, if I might paraphrase .0, we want it to look like "our
    employees are the most valuable thing we have to offer".
    
    It will be interesting to see the plans for realising
    this desireable state of affairs.
    

    
    If this campaign is the one that was talked about in the marketing
    conference, I can imagine paying big bucks to Yoko Ono Lennon in
    royalties.   Some "imagination."
    
    

    I think that someone upstairs realized we had an image problem
    AND acted upon it is a positive step. Whether this campaign
    succeeds or not will be judged in time. I wish us the best
    of luck.

      
    
    
    DIGITAL.......   They make watches dont they?
    
    
    Repeated comment from non computer people when I tell them who I work
    for !
    
    
    
    PJK

    As we all try to determine what the company's priorities should be, it
    should be noted that the price tag for the brand campaign and logo
    change will be between $200 million and $300 million. I choose to
    assume that the same rigorous standard was applied to this investment 
    as is applied to investents made "in the field". Namely, how much revenue
    will be generated by this expense and in what time frame will it be
    generated? I also choose to assume that this information would be
    readily available at a stockholders meeting.
    
    

    
    	I too think that it is a step in the right direction. I also think
    	that we need to have some type of visual mascot for the company.
    	For instance, if you see Charlie Chaplin on a TV ad, IBM comes to
    	mind. An apple with a bite out of it...a circle with INTEL inside..
    	the letters HP...
    	
    	All of these are immediately recognizable to both industry people
    	and to the general public. We need to have this same type of
    	general recognition in order to become a household name, which is
    	necessary for us to compete successfully.
    
    	Wonder if we could get someone like Kathy Ireland or Jamie Lee
    	Curtis to do some TV ads for us...;) ;)
    
    	Just my $.02
    
    	John

>    should be noted that the price tag for the brand campaign and logo
>    change will be between $200 million and $300 million. I choose to

	Will it? How do you know that? Also what's included? I suspect that
	there are a whole lot of things that will be included in this brand
	campaign. Perhaps our whole advertizing budget is part of this?

			Alfred

    
    Well let's do it this time and not just say it.  I can tell everyone
    that I am invisible, but that doesn't make it so.  The thing that
    really frosts me is that we didn't do it 3 years ago when we had
    $2,000,000,000 in the bank.  We talked about all this "picture this"
    crap, but then we just sat on our hands.  
    
    
    Mike

	I've always wondered why we've never tried to turn the "Digital 
	watches" thing to our advantage:

		"Digital - The best computers in the world. But we *don't*
		           make watches"


					Tom_K

    
    Or how about this, "Digital, computer technology that everyone
    watches". :')
    
    
    Mike

I think the idea of a mascot is great! I hereby propose
that the new DEC mascot should be John Cameron Swazey
doing his famous 'Takes a lickin and keeps on tickin'
routine. Just imagine an elephant sits on an alpha
crushing it. John runs over powers it up and voila the
new DEC logo appears on the display. John points to the
display and lets go with his line.

    
    How about Phillis Diller?
    
    Haven't we about caught up with her on face lifts?
    
    :-)
    

Another idea: This one could be shown on Sat mornings along with
the cartoons. (McD's very successfully used this type of ad
campaign. They sold to the kids who in turn bothered their parents
to take them out to eat at McD's.) Use the Roadrunner to symbolize
DEC and the Coyote to symbolize Intel (since we're a S/w company).
Instead of getting crushed by rocks, cliffs, etc. the Coyote would
get done in by Alphas falling on him or better yet the new logo. The
theme song, which I think is very catchy, would be changed too. (sung
to the tune of the Roadrunner/Coyote show): Digital Intel is after
you. Digital if he catches you your through! That old Intel is a really
crazy guy.....

Another idea: Change the name of the Jensen to the Roadrunner! Stick
a little pic of the roadrunner right above the DEC logo. It would pay
the Roadrunner/Coyote theme song during powerup diags.   

Has anyone thought we should bow to customer perception, generate a line of 
DIGITAL watches - maybe the CASIO calculator kind - and give them away instead
of coffee cups, etc to customers. - We could even give them away internally for 
five year awards, top performers, etc. Could be the best advertising "time" we
could buy..........

Not sure if I want to put a smiley :^) on this or not.....

Don J.

.-1
Great idea...one change though. Instead of the watch telling time it
would keep count of how many alpha instructions had been executed in the
time since it started. The watch face would have a phase like...
"If you had an alpha you would this far ahead of the competition..."

;^)

    
    	re .21
    
    	Buy an Alpha, get a free watch!
    
    	I love it!
    

    How about this:
    
    	A two page print ad. 
    
    	First page is KO sitting in a Ford Taurus (your average 4-door 
    transportation module for those of you not familiar with American cars). 
    KO is looking at the camera and the print says "35 years of building
    a solid company...".
    
    	Second page is BP sitting in his Porsche and the print says
    "and now we're accelerating to the 21st Century..."
    
    							Thom...

    

    How about THIS:
    
    	DEC makes a deal with the Campbell Soup Company, creates a soup
    with pasta in the shape of silicon chips.
    
    What do we call it?  
    
    You're way ahead of me, aren't you...
    
    AlphaBits... :-)
    
    (For the non-US reader:  there's already a soup by this name, I believe
    manufactured by Cambell's...)
    

    
    Digital Equipment....Watch Us!    
    
    
    
    
    or some variation.

    <AlphaBits... :-)
    <
    <(For the non-US reader:  there's already a soup by this name, I believe
    <manufactured by Cambell's...)
    
    Nice Try.  There is already a cold cereal with that name.  It comes in
    a blue box with white letters and actually tastes pretty good and will
    give you 100% US RDA of vitamins and minerals if you eat it with a
    glass of juice, toast and a couple ounces of milk...
    
    scott
    

	In Europe, the acronym DEC causes some problems.  In Belgium e.g. 
	we use Digital Equipment NV/SA.  Here the "NV/SA" has to be used 
	instead of "Corporation".  I believe it's a "Gmbh" in Germany, a
	"Ltd" in Ireland, etc...

	Just using "Digital Equipment Computers" would allow us to use "DEC"
	all over the world.  It would also allow us to use DEC for all our 
	computers (like we do already with the MIPS, INTEL and AXP based
	systems).  But then again, this might be too simple.

Isn't it Digital Equipment Company in the UK? (I.e., not a 'Corporation')

...petri

    
    and how about an Alpha chip sewn into the back of a leather jacket.
    
    Mike ;-)

    Are there any pointers available yet for the new/redesigned logo?
    
    Regards,
    David.

	re .7:

>    So, if I might paraphrase .0, we want it to look like "our
>    employees are the most valuable thing we have to offer".

	If value derives from scarcity, this could soon be true.

	/Tom

Re: .16

	W.H.Smith a large bookshops/newsagents/stationers/record 
	type chain in the UK has already taken this approach.  
	Various adverts show a selection of their products with
	some similarity - such as wrapping paper, note paper, lined 
	A4 paper etc and wording that says "We don't sell ......"
	in the case of the "paper" advert the word was "sandpaper".

Cathy

    a new ad campaign is a good idea.

    \nasser

re Note 2433.15 by GRANMA::MWANNEMACHER:

>     really frosts me is that we didn't do it 3 years ago when we had
>     $2,000,000,000 in the bank.  We talked about all this "picture this"
  
        Don't we still have a lot of cash assets? (Over $1B, I
        think.)

        Bob

    Okay, now tell me: why is it that a pow-wow of ICs can come up with
    great ideas like we've seen in this note, while the "best market
    research that money can buy" comes up with such lameness as the
    (not-really-)new logo and a bunch of hard-to-digest marketspeak?
    
    Maybe we're all in the wrong business?
    
    --jim
    [who thinks, BTW, that maybe we could license our logo to a
    manufacturer of digital watches?  "There's only one DIGITAL watch!"]
    

    re .7
    
    "Employees most valuable thing we have to offer."
    
    We're certainly marketing enough of them.  What's the ROI?

    .38
    >What's the ROI?
    
    it is "Return On Investment".
    
    hope this helps.
    
    \nasser
    

    Lets get Jay Leno:
    
    Alpha Chips .... 
    
    "Number crunch all you want .... We'll make more !!!!"
    
    It worked for Doritos... Seriously I would applaud any cost-effective
    way of improving our name recognition.
    
    
    Larry

    Its interesting to note that the branding exercise does not tie the
    Digital brand to any product, especially any hardware product. A far
    more encouraging sign, IMHO, is that it ties the brand to an entity
    called Digital which is made up of dedicated, creative people who work
    together to provide solutions to customers. So, in honour of all us    
    dedicated, creative workers who collectively make up the entity called 
    Digital (for without us there would be no Digital) I have this branding 
    ad...  NB There is an excellent spoof available, but you'll have to
    contact the author in the UK Digital conference for permission to
    cross-post.
    
    The basis for this ad is the opening sequence to TOP GUN i.e. the deck
    scenes; I reckon its the best bit of the film and, incidently, pays
    tribute to the unsung heroes of a carrier. The sequence before the
    launch of the first F14 needs to be shortened, but the length of the
    song "I went through the danger zone" can be kept. In keeping with fast
    pacey film techinques, there are alot of scene switches and most of the
    scenes last no more than 2 seconds. Its a long ad, but what the heck.
    My only worry is that it may conjour up an image of a disaster recovery
    firm, but a couple of other ads should dispell that.
    
    Opening scene: About 2am, a small fire takes hold in a building. Scene
    flits between rapidly spreading fire and the vulnerable computers, both
    in a computer room and offices.
    
    Scene switches to fire station, where a whole load of alarms go off,
    picture of map and people galvanised into action.
    
    Scene switches to darkened bedroom and slumbering persons. A red light
    starts flashing on beside table. Person immediately wakes, turns on
    light, picks up phone; the light shines on a Digital badge propped next
    to bedside clock; clock shows 2.15 am.
    
    Scene switch to firstation: Fire fighters heading for fire engines,    
    doning protective equipment, airwaves chatter connecting to police and
    ambulance service.
    
    Scene switch back to bedroom, Field Service engineer hopping down
    stairs doning jacket then rushing out of house to car, Digital badge   
    prominent.
    
    Scene switch to arial view of street lamp lit roads with line of fire  
    engines rushing down them to burning building.
    
    Scene switch to Digital engineer driving car to burning building where
    fire fighters are fighting fire.
    
    Scene switch to inside of building, bits of burning wreckage falling on
    to computers.
    
    Scene switch outside. Digital Engineer looking at building, the roar of
    the fire can now be heard. Digital Engineer on mobile phone.
    
    At this point, enter the song "I've been through the danger zone."
    
    Scene switch to office. Telephonist taking call from engineer. Digital
    logo prominent, clock behind telephonist showing 2.30 am. Telephonist
    hits something that looks like a panic button.
    
    Scene switch drivers rushing to lorries. Enter lorries and drive off.
    Lorries are container lorries, with Digital Logo emblazoned on back.
    
    Scene switch. Groups of Digital employees rushing into Digital offices,
    the sky is beginning to get light.
    
    Scene switch. Inside a Digital office, people setting up a
    'war/operations' room. Other people carrying computers around, other
    sitting down at computers, typing, talking over head sets etc.
    
    Scene switch. Back at burnt building. Fire fighters damping down fire.
    Inside a number of Digital Engineers examining computer equipment.
    
    Scene switch. Outside burnt building. People who work at building
    huddled around in groups (use some logo to identify them). Obivous
    manager types in conversation. A digital manager directs people to a
    couple of the container lorries with the Digital logo, people climbing
    in and using computer equipment inside them. NB I'm on thin ice here as
    I'm not sure what our disaster recovery strategy is or even if we are
    in this market; the scene could be modified e.g.  next scene.
    
    Scene switch. Back to Digital offices. People who worked at burnt
    building now at Digital offices working on Digital computers, obviously
    pleased to be operating again. Other shots of 'software' being loaded
    and running, Digital employees interacting with the customer.
    
    Scene switch. Back to burnt building. Digital Engineers, standing in
    burnt room, start the computers working. Smiles all round, a testament
    to the ruggedness of our hardware.
    
    Scene switch. Digital offices, scene of office planning taking place
    i.e. floor space plans, models, pert diagrams. Pan to show other
    technical meetings taking place, with flow charts, AXP computers etc.
    Brochures with some of our service offerings are shown, DECdirect in
    evidence, contracts signed, etc. 
    
    Scene switch. Back at the customer's building. Mulitple shots of
    Digital engineers installing computers, others doing cabling, others
    'installing' software (via tapes and diskette), others showing the
    customer applications running on screens, etc.
    
    Final scene. Happy customer. Maybe a group shot of Digital employees
    and some witty, catchy or profound saying.
    
    The Digital logo is prominent through out. They appear on our hardware,
    our software and people. The ad must convey vibrant but controlled,    
    professional action and competancy.
    
    Angus

    
    	I was part of a group of randomly picked people that Boston
    Research reviewed the 'Putting imagination to work' campaign.  It
    was in two parts.  When they first stated the 'Digital's people
    are commited to the success of the customer', we all laughed.  It
    was December and we didn't know how many people would be commited
    to Digital, never mind the customer.  The 'Putting imagination to
    work sounded like Disney to me too, but when we were given example
    ads to review, it clicked.  There were three that we reviewed.  
    One showed a road race over a bridge and said something about
    'winning the race before it starts'.  Gave Alphas speeds, etc.
    Another was Sting and Pavorati [sp] and it said something about
    different systems playing together.   
    
    Anyway, I thought they said they wouldn't do anything with these until
    the layoffs were over.

Hi Angus,

Since there is no P&P prohibition against cross-posting of notes, I decided
that those of us who don't read UK_DIGITAL should also be able to read this
spoof.

Bob

           <<< ROCKS::DISK$APPL01:[NOTES$LIBRARY]UK_DIGITAL.NOTE;1 >>>
         -< Matters pertaining to DIGITAL and its employees in the UK >-
================================================================================
Note 716.16                  We're gonna be Branded.                    16 of 17
WARNUT::GLYNNP                                       96 lines  30-MAR-1993 13:04
                                    -< ;-) >-
--------------------------------------------------------------------------------
    
    Alternative scenario offered in good humour:
    
    Opening scene: About 2am, a small fire takes hold in a building. Scene
    flits between rapidly spreading fire and the vulnerable computers, both
    in a computer room and offices.
    
    Scene switches to fire station, where a whole load of alarms go off,
    picture of map and people galvanised into action.
    
    Scene switches to darkened bedroom and slumbering persons. A pager
    beeps, is switched off, beeps again. Person wakes, dazed, fumbles for
    light, knocks it off table, picks up phone; the light shines on a Digital
     badge propped next to bedside clock; clock shows 2.15 am.  Wife awakes,
     berates husband.
    "Bloody ridiculous....what time do you call this etc"
    
    Scene switch to firstation: Fire fighters heading for fire engines,    
    doning protective equipment, airwaves chatter connecting to police and
    ambulance service.
    
    Scene switch back to bedroom, Field Service engineer hopping down
    stairs doning jacket then saunters into kitchen for a coffee, Digital 
    badge nowhere to be found.
    
    Scene switch to arial view of street lamp lit roads with line of fire  
    engines rushing down them to burning building.
    
    Scene switch to Digital engineer attempting to start car with flat
    battery. Goes back in house, calls taxi. 
    
    Scene switch to inside of building, bits of burning wreckage falling on
    to computers.
    
    Scene switch outside. Digital Engineer looking at building, the roar of
    the fire can now be heard. Digital Engineer in phone box.
    
    At this point, enter the song "Shaddapa your face."
    
    Scene switch to office. Telephonist taking call from engineer. Digital
    logo prominent, clock behind telephonist showing 4.30 am. Telephonist
    hits something that looks like a YTS.
    
    Scene switch drivers arguing that they are entitled to 15 minutes break
    every 4 hours. Enter lorries eventually and drive off.
    Lorries are transits, with Comtrans emblazoned on back.
    
    Scene switch. Groups of Digital employees stumbling into Digital offices,
    the sky is beginning to get light. Mumbled complaints are heard.
    "We had better be on ovies for this."
    
    Scene switch. Inside a Digital office, people setting up a
    'war/operations' room. Other people carrying computers around, other
    sitting down at computers, typing, playing tetris, noting.
    
    Scene switch. Back at burn't building. Fire fighters damping down fire.
    Inside a number of Digital Engineers examining computer equipment.
    Making quickfit garage mechanic type noises.
    
    Scene switch. Outside burn't building. People who work at building
    huddled around in groups (black faces and shredded clothes identify
    them). Obivous manager types in conversation. A digital manager directs 
    people to a couple of transits with the Comtrans logo, people climbing
    in and being given training vouchers and dec direct catalogues. 
    
    Scene switch. Back to Digital offices. People who worked at burn't
    building now at Digital offices working on Digital computers, obviously
    pleased to be operating again. Other shots of 'software' being loaded
    and running, Digital employees trying to sell household furniture to the 
    customer.
    
    Scene switch. Back to burn't building. Digital Engineers, standing in
    burn't room, throwing rubble and generally looking bored.
    
    Scene switch. Digital offices, scene of office planning taking place
    i.e. floor space plans, models, pert diagrams. Pan to show other
    technical meetings taking place, with flow charts, AXP computers etc.
    Brochures with some of our service offerings are shown, DECdirect in
    evidence, contracts signed. People from Edu and the CSC are vying for
    position at the back, both waving large placards detailing their
    services to the camera. 
    
    Scene switch. Back at the customer's building. Mulitple shots of
    Digital engineers installing computers, others doing cabling, others
    'installing' software (via tapes and diskette), others showing the
    customer applications running on screens, others filling in expenses,
    waiting for taxi's with parts in.
    
    Final scene. Happy customer. Maybe a group shot of Digital employees
    and some witty, catchy or profound saying like...
    "Well, you really made a balls up of your office didn't you?"
    
    Various burgandy Digital logos are waved around, fade.
    
    Ian/Paul.
    Wedding Videos a speciality.    

OK, let's say customer XYZ views .41 on TV and decides "That's what I
want".

1) What do we sell customer XYZ?

2) How will DEC have the 'resources' to deliver on something like this?

In answer to #2, we seem to be shedding service people like a parka in
July... how could we hope to deliver such utopian service?

Lee

    
    	They were ads for magazines - not Ladies Home Journal, but 
    	computer trade rags.  Our question also was - so how do they
    	get in touch with us?  There was no phone number.  Do they 
    	look us up in the yellow pages?  Granted we wanted to get big
    	into PCs.  So that your next door neighbor can have one.  Have
    	would they go about buying one?  Reminds me of the Maynard shop
    	keeper who wanted to purchase one...

Please note the appropriate place to respond with any problems with these
files is note 540 in the CALDEC::Digital_ArtLibrary notesfile. Thx --erik

         <<< CALDEC::USER2:[NOTES$LIBRARY]DIGITAL_ARTLIBRARY.NOTE;2 >>>
                   -< the digital ArtLibrary meeting place >-
================================================================================
Note 540.0 How to obtain the electronic version of the updated Digital logo 8 replies
HALFDM::GOETZE "Self-expression is only real after the means to it have been acquired. --Jacques Barzun"  4 lines   1-APR-1993 15:38
--------------------------------------------------------------------------------
Instructions will be posted a replies to this note, one per computing
platform {PC, Mac, VMS, Ultrix}


                          -< OpenVMS & Ultrix|OSF/1>-
--------------------------------------------------------------------------------
The updated Digital logo in DEC formats is available from two systems today: 

	CALDEC::ART$ROOT:[DEC.LOGOS...]
	NACIMT::ART$ROOT:[DEC.LOGOS...]

Over time it will also be available from the other ArtLibrary distribution
points.

There are four items of clip-art, reflecting the various combinations
of logo with and without trademark (tm), and either in B&W or 
burgundy & white. These items are available in different graphics
file formats, such as EPS, and DDIF which work with DEC-platform applications.

	EPS files:

CALDEC::ART$ROOT:[DEC.LOGOS.BW]DIGITAL-BLACK-LOGO-72PT.EPS
CALDEC::ART$ROOT:[DEC.LOGOS.BW]DIGITAL-TM-BLACK-LOGO-72PT.EPS
CALDEC::ART$ROOT:[DEC.LOGOS.COLOR]DIGITAL-BURGUNDY-LOGO-72PT.EPS
CALDEC::ART$ROOT:[DEC.LOGOS.COLOR]DIGITAL-TM-BURGUNDY-LOGO-72PT.EPS

	DDIF files:

CALDEC::ART$ROOT:[DEC.LOGOS.BW]DIGITAL-BLACK-LOGO-72PT.DDIF
CALDEC::ART$ROOT:[DEC.LOGOS.BW]DIGITAL-TM-BLACK-LOGO-72PT.DDIF
CALDEC::ART$ROOT:[DEC.LOGOS.COLOR]DIGITAL-BURGUNDY-LOGO-72PT.DDIF
CALDEC::ART$ROOT:[DEC.LOGOS.COLOR]DIGITAL-TM-BURGUNDY-LOGO-72PT.DDIF

The two DDIF graphics with the TM do not appear at 72 points as 
advertised because of some oddity with the CGM converter. Rescale
by about 20% to return them to their native size.

	erik
================================================================================
Note 540.7 How to obtain the electronic version of the updated Digital logo 7 of 8
HALFDM::GOETZE "Self-expression is only real after the means to it have been acquired. --Jacques Barzun"  54 lines   1-APR-1993 17:19
                          -< PCs and {DOS, NT, OS/2} >-
--------------------------------------------------------------------------------
The updated Digital logo in PC formats is available from two systems today: 

	CALDEC::ART$ROOT:[PC.LOGOS]
	NACIMT::ART$ROOT:[PC.LOGOS]

Over time it will also be available from the other ArtLibrary distribution
points.

There are four different items of Digital logo clip-art, reflecting the 
various combinations of logo with and without trademark (tm), and either 
in B&W or burgundy & white. These items are available in different graphics
file formats, such as PC EPS with color preview, WMF, CGM, BMP, and DXF 
which work with PC-platform applications. Please consult note 11.*
in the CALDEC::DIGITAL_ARTLIBRARY notesfile for an explanation of the
various file formats, while note 37 contains directions for how to
copy PC clip-art files over.

	EPS with color PC preview files:

CALDEC::ART$ROOT:[PC.LOGOS]AL010000.EPS	{ Burgundy, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010001.EPS { Burgundy, 72pt, TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010002.EPS { Black & White, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010003.EPS { Black & White, 72pt, TM mark }

	WMF files:

CALDEC::ART$ROOT:[PC.LOGOS]AL010000.WMF	{ Burgundy, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010001.WMF { Burgundy, 72pt, TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010002.WMF { Black & White, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010003.WMF { Black & White, 72pt, TM mark }

	CGM files:

CALDEC::ART$ROOT:[PC.LOGOS]AL010000.CGM	{ Burgundy, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010001.CGM { Burgundy, 72pt, TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010002.CGM { Black & White, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010003.CGM { Black & White, 72pt, TM mark }

	DXF files:

CALDEC::ART$ROOT:[PC.LOGOS]AL010000.DXF	{ Burgundy, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010001.DXF { Burgundy, 72pt, TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010002.DXF { Black & White, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010003.DXF { Black & White, 72pt, TM mark }

	BMP files:

CALDEC::ART$ROOT:[PC.LOGOS]AL010000.BMP	{ Burgundy, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010001.BMP { Burgundy, 72pt, TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010002.BMP { Black & White, 72pt, no TM mark }
CALDEC::ART$ROOT:[PC.LOGOS]AL010003.BMP { Black & White, 72pt, TM mark }


	erik
================================================================================
Note 540.8 How to obtain the electronic version of the updated Digital logo 8 of 8
HALFDM::GOETZE "Self-expression is only real after the means to it have been acquired. --Jacques Barzun"  33 lines   1-APR-1993 17:25
                                 -< Macintosh >-
--------------------------------------------------------------------------------
The updated Digital logo in Mac format is available from two systems today: 

	CALDEC::ART$ROOT:[PC.LOGOS]
	NACIMT::ART$ROOT:[PC.LOGOS]

Over time it will also be available from the other ArtLibrary distribution
points.

There are four different items of Digital logo clip-art, reflecting the 
various combinations of logo with and without trademark (tm), and either 
in B&W or burgundy & white. These items are available in different graphics
file formats, such as EPSF and PICT. Please consult note 11.*
in the CALDEC::DIGITAL_ARTLIBRARY notesfile for an explanation of the
various file formats.

	EPS with color Mac preview files:

CALDEC::ART$ROOT:[MAC.LOGOS.BW]DIGITAL-BLACK-LOGO-72PT.EPSF
CALDEC::ART$ROOT:[MAC.LOGOS.BW]DIGITAL-TM-BLACK-LOGO-72PT.EPSF
CALDEC::ART$ROOT:[MAC.LOGOS.COLOR]DIGITAL-BURGUNDY-LOGO-72PT.EPSF
CALDEC::ART$ROOT:[MAC.LOGOS.COLOR]DIGITAL-TM-BURGUNDY-LOGO-72PT.EPSF

	PICT for Mac files:

CALDEC::ART$ROOT:[MAC.LOGOS.BW]DIGITAL-BLACK-LOGO-72PT.PICT
CALDEC::ART$ROOT:[MAC.LOGOS.BW]DIGITAL-TM-BLACK-LOGO-72PT.PICT
CALDEC::ART$ROOT:[MAC.LOGOS.COLOR]DIGITAL-BURGUNDY-LOGO-72PT.PICT
CALDEC::ART$ROOT:[MAC.LOGOS.COLOR]DIGITAL-TM-BURGUNDY-LOGO-72PT.PICT

Note that some of these filenames are too long for the Mac and you
need to rename them as you doanload them. Sorry!

	erik

re:
>    Lets get Jay Leno:
>    
>    Alpha Chips .... 

Or even ...

... have a 1800's setting of a town in the West ... rolling tumbleweeds and
the like.

Into a saloon walks in:

"The Alpha Chip Kid" ... fastest gun in the West... East, North, & South.

    Am I the only one to notice that the new logo is the same color as
    dried blood?
    
    Neat choice.
    

    I certainly don't have an ax to grind on this issue, but I'd like to
    reproduce a portion of an interview with Bob Palmer that appears in
    the April 1993 issue of "DEC Professional". This is a portion of the 
    response to the DECPRO question of "Can you say that the staff
    reductions are over?" Extracting from the response....."We all think
    that we're doing value-added work. But would a customer pay for it if
    they knew about it? What we're finding is the answer is no in many
    cases. Then we have to [say], 'Either restructure the work so that it
    does have sufficient value that the customer would pay for, or get rid
    of it.' In most cases, it's 'get rid of it.'"
    
    At this point in time, is the energy, resources and money that this
    change entails consistent with this brand identification effort? At
    this point in time, should our senior staff's efforts be exerted in 
    this direction? Would this be something that a customer would be
    willing to pay for?
                        

	My reaction to the "new" logo? (I know, like you give a hoot)

			B F D

	Come on Executive Committee, get on with it and try solving
	some of the real problems in DEC, like the complete and total
	lack of communication that is making some people like me wonder
	if the Alpha PC isn't the next Rainbow. (Sorry to at least one
	friend who works in Alpha PC land, but that's how I feel)

							mike

    Re -1 ... What does the Boston Fire Department have in connection with
    the new logo?? :-)
    
    -- b

    RE: .51  by XCUSME::CREWS 
    
    >Re -1 ... What does the Boston Fire Department have in connection with
    >the new logo?? :-)
    
    Their logo is also red?
    

Did anyone else notice the three page ad in this months Fortune?

Imagine......

With the new Digital Logo and everything.

I thought it looked ok.  It'll be interesting to see how they build on it.
Other comments?

--Scott

    Did anyone see the IBM ad on TV where they show 2 "machines" coming
    together in the beginning and then it goes on to talk about IBM
    consulting, SI and outsourcing capabilities.  I kept wishing it were a
    Digital ad.
    
    Dalip

    An eye, a bee and an M
    
    One-eyed, watch out, you will be stung, mega times...
    
    q
    

    I have not noticed any Digital advertizing, but I have seen the new IBM
    add many times.  It is the one that talks about doing business in a
    multinational environment.  How they have the networks, business
    experience and expertice to help you solve global problems.  Great
    comercial, wish it was ours.

Hey!  I've got some ideas for advertising...how about...

For employees (just picture the posters at all DEC facilities)...

Poster:  a picture of the Titanic with the words: All hands on DECk!!!
caption: ever wonder if there'll be a lifeboat left, when it's your turn to
	leave a sinking ship?  Don't worry, digital "has it now", run (that's
	run, don't walk) to the nearest package, and get away before the
	money is all gone.  Remember, as Bob Palmer mentioned in his April
	27 DVN, we can't afford all of these expensive lifeboats much longer...

Poster: picture: a scene from Rocky! Sly Stallone after the fight. In
	big letters: I got DECked!!
caption: So, you came to digital to see if you could become champ, and now
	you feel like a chump?  Don't feel bad.  Getting knocked out in the
	fifth (or sixth, or seventh, or...) round is still better than going
	the distance, and ending up a bloody pulp.

This is for outside advertising:

Poster:  a digital watch, with the digital logo
caption: HI! We were digital.  NO!  Not the ones that brought you the watch,
	if we were, we'd still be in business today.  As it is, time's running
	out.  See your digital representative to take advantage of our "going
	out of business sale".  You too can get great Alpha systems at prices
	to match their processor clock speeds.  BUT, you'll need to hurry!  We
	had to close all of our plants so supplies ARE limited!

Rob (feeling awnry today :-)

    Check the back of the Business section, Boston Globe 18-May-1993, ad
    by Lechmere touting their new line of Digital printers.  Four printers:
    one 1152 PS-Laser, two bubble 300dpi (Canon is 360dpi), one color printhead.
    
    The ad is inked in black and red.  The "digital" is square dot i,
    printed in reverse in black blocks just like our shipping cartons are. 
    Who does the TQM on our campaign?  I wonder how people who make up
    their own ads, like Lechmere, and other 3rd parties, are supplied and
    encouraged to get on the identity bandwagon.  Is it too soon?  Is there
    a rollout schedule?  And, is there a rule that the color will be black
    unless the Digital color is used?  If so, we'll still be seeing a lot
    of black logos, I predict.  Getting a single "identity" doesn't come
    easy ;>).
    
    /Rich 

On the other hand, the latest PC Week (dated 17 May) had a PC ad that
is consistent with the branding campaign.  The front page of the insert
shows people on a roller coaster, with the title saying "imagine getting 
this kind of thrill from a PC".  Right logo, right colors, right theme.

Nobody expects regular newspaper ads (on newsprint, not glossy paper) to
have the correct logo colors.  You'll find HP, IBM, Apple all in basic
black.  Glossy inserts are a different story, but even there, colors 
are limited.  

And yes, it is too soon to expect the new logo to show up 100% of the time.

   Gary

    Yes, the PC Week roller coaster ad isn't bad.  It may even have the
    right color.
    
    But while the inside of the insert has the new "round dot" logo, the
    back of the insert has the old "square dot" logo, in the new color!

    
    Hey, I was pleased as punch just to see the ad there!
    

    Re. .59 (Lechmere ad)
    
    What struck me was that I didn't *immediately* realize that these were
    Digital printers.  As I scanned each entry in the ad, I thought "Yes,
    it says 'Digital' and they look about right," but somehow I wasn't
    completely sure.  The *last* thing I noticed was the DIGITAL logo at
    the top of the page.  (I didn't notice what kind of dots the "i"s had.)
    
    I didn't think much about this until later in the evening when my wife
    mentioned the ad.  She asked if Digital made these printers.  I
    directed her to look at the top of the page.  She said "Oh, yeah."
    
    Did anyone else have this reaction?  If Digital supplies the artwork,
    maybe it could include the DIGITAL logo with each printer shot and
    accompanying text.  Or maybe the logo could appear at both the top and
    bottom of the block of relevant information.
    
      Bill

    
    The *first* thing I saw was the digital logo. The paper was strewn
    about the kitchen counter, victimized by my sons looking for comics.
    The logo immediately drew my attention to the rest of the ad.
    
    There was no doubt in my mind that DEC made the printers -- but that
    might be because I have an LJ36P sitting next to my DEC PC at home.
    Perhaps they could have better utilized the white space near the prices
    by adding smaller logos.
    
    But I'm still excited the ad is in the Globe. It's the first one I've
    seen in 20 years, advertising real products for real people, outside
    trade rags. This is the kind of stuff that will win brand recognition
    in the masses.
    

    Actually, I'd be more impressed by a newspaper ad for something that
    digital _made_, rather than _resold_.
    
    Lessee... the ink jets are Olivetti.  The laser's a Ricoh engine with
    Digital firmware, right?  I don't know who makes the impact printer,
    but Toshiba Tokyo Electric used to make some for us, do they still?
    
    How many employees does it take to have a manufacturer ship products to
    a retailer of our specification?

    re .63, .64
    
    	Both right on.  I, too, felt excited to see our ad.  I, too, found
    myself looking back at the logo frequently, thinking, "when they say
    'digital' in the text, are they referring to 'digital' the brand?  I'll
    have to go back and look, to see in what manner they used the word. 
    But the message is... my repeated impression was confusion.
    
    	A two-pronged attack in that confusion: I suggest more ads, & with
    clearer text.  Familiarity in context earns recognition.  Repetition
    earns recognition.  Relevant clarity earns recognition.  At least, so
    say those who spend $$B in the media.  
    
    	And... talk it up. When the ads show up, point them out to friends. 
    We're finding ways to reach markets we've never before reached, with
    appropriate products and services and channels.  You can help generate
    recognition, which gets people asking for our product.

    re: .58 - EXCELLENT!
    

    re: .55 - I don't know if it is true but I was told by someone I feel
    is pretty reliable and has access to "heady" information, that "DEC"
    not "digital" was actually chosen in the brand study we commisioned for
    $20M but we rejected it - as many of our customers are wont to do - in
    various studies they commision. ?? Just think - there is no good
    symbolic nuemonic anyway, so might as well have. Maybe we could do
    something with DECk??

    In the book "The Ultimate Entrepreneur", which is about Ken Olsen and
    the raise of Digital, it is said that KO himself rejected the idea of
    using DEC over Digital. I tend to believe that all the other "reasons"
    given for using Digital are just rationalizations.
    
    		Alfred

Article 72 of dec.news.livewire:
Newsgroups: dec.news.livewire
Path: nntpd2.cxo.dec.com!nntpd.lkg.dec.com!grimly.enet.dec.com!lwire_ip
From: lwire_ip@grimly.enet.dec.com (LIVE WIRE, Corporate Employee Communication)
Subject: WW/Why 'Digital' and not 'DEC?'
Message-ID: <1993May20.164147.4161@nntpd.lkg.dec.com>
Sender: usenet@nntpd.lkg.dec.com (USENET News System)
Organization: Digital Equipment Corporation
Date: Thu, 20 May 1993 17:46:16 GMT
Approved:  lwire_ip@grimly.enet

LIVE WIRE          Worldwide News

BRAND NEWS: WHY 'DIGITAL' AND NOT 'DEC?'

       (The goal of the company's brand management effort is to position 
  Digital as "the company whose people are dedicated to customer success 
  through innovation."  In this ongoing series, LIVE WIRE will show what 
  brands signify in the marketplace and to customers.)

       The company is seeking to establish "Digital" instead of "DEC" in the 
  marketplace because extensive worldwide research showed that more people 
  were aware of Digital than of DEC. Moreover, respondents tended to relate 
  the name "DEC" to "a hardware company" or an "old" company.  The name 
  "Digital" elicited thoughts around "breadth of offerings."

>       The company is seeking to establish "Digital" instead of "DEC" in the 
>  marketplace because extensive worldwide research showed that more people 
>  were aware of Digital than of DEC. Moreover, respondents tended to relate 
>  the name "DEC" to "a hardware company" or an "old" company.  The name 
>  "Digital" elicited thoughts around "breadth of offerings."
    
    I believe the perception of DEC as an "old" or "hardware" company but
    more people being aware of Digital than DEC? That I find hard to
    believe. Even my family thinks of the company as DEC even though I
    try hard to say Digital. In conversation I often find that I have to
    tell people that when I say Digital I mean the company they know of 
    as DEC.
    
    			Alfred

    Aw, cmon.  Everybody knows Digital, the watch company.
    
    This is probably related to the Mill closing:  DEC was associated with
    K.O., and thus is haunted by his ghost.  Digital was never really
    accepted when he was around.

When I was in the lesser 3M area I thought of the company as DEC also.  Now 
that I live in the actual hub of the universe (Si valley) I meet many 
people who have never heard of DEC or Digital.  Pick a name, make it 
consistant, and then build some product.  The heck with using precious 
resources on dumb things like new logos and studies of name recognition.  
When the recognition is as low as it is, Brown Dog would be an improvement.

Could all this have been a clever ruse by Mr. Palmer to have all the old 
managers focus on something they could handle while he brought in new ones?


Matt

    why dont we call our selfs
    
      "DEC, the digital company"
    
    this way we have our cake and eat it too.
    
    \nasser

What relevance does "my mum calls us DEC" have in an international company?

Dave.

    Remember the ad blitz when DATSUN went to NISSAN and ESSO went to
    EXXON?  What's in a name means a lot to some.

    re: .70
    
    I'll second the notion that the name "Digital" denotes a broad variety
    of offerings... unfortunately, most of them aren't ours!
    
    There's Digital Research (DR DOS, etc), International Digital Equipment
    somethingorother (IDEK), Digital Media Labs, Digital ...
    
    "Now which Digital are you?"
    
    -- Russ

    >"Now which Digital are you?"
    
    we are the GOOD one !!
          
    \nasser

    
    One name, people can barely recognize one, never mind two. 
    
    Digital sounds more professional and is a leading high technology:
    phones, computers, hdtv all depend upon digital technology. 
    
    my opinion only, 
    
    John
    
    ps. I like brown dog also. 

	Esso go to Exxon.?????

	
	The garage opposite me is still an ESSO garage.


	Heather

    I will bet EXXON can be identified in any text as a trademark (or one
    of the lawyerly varients) of a definite company.
    
    On the other hand, can you say 'digital', or even 'Digital', in free
    text and have it be identified as us?  This is the difference, and a
    key part of brand identity, why Xerox would spend $M to pursue the lost
    cause of reclaiming their name as an exclusive trademark.  
    
    We have lost, just like Xerox.  Rather, since we never fought a
    well-publicized battle like Xerox's, people don't have ANY hook to 
    associate Digital with us, uniquely; we are in a recognition-deficit
    position.  
    
    My most optimistic scenario is that, rejecting the $M to establish a
    new company identification, management is committed to spending $M to
    have some unusually-talented publicists reclaim for us some significant
    brand-awareness around the current company identification.  I hope BP
    has made it just as clear to such publicists, as he has made it to the
    rest of the company, that we each are accountable for results.
    
    I invite readers to play into this scenario, to take opportunities to
    claim the corporate identity (employees dedicated to innovation for
    customer success) for the name Digital.  
    
    Can someone involved, pass one request back up the chain?  My request
    is for some coaching.  What are some good ideas (for sales and
    non-sales employees) for making such associations apparent?  It would
    be worth a few $K to draft some such squib and give it wide
    distribution, IMHO.
    
    /Rich
    
    

    re .80,
    
    Heather - Exxon is the parent company.  Esso(UK) is a subsidiary.
    
    At least I think that's it!
    
    regards
    
    Chris
    

I may have missed something over the years but I flat out do *not* understand
this argument that DEC portrays a better -- or better known -- brand image than
Digital.

For starters, in my 10+ years at Digital I've heard people within this company
refer to it as both DEC and Digital to the point where they are virtually
interchangable.  But, if I come right down to it, I'd have to say I've heard
Digital used more often than DEC.  I've worked in GMA, out West, and out in the
field and its been pretty consistent everywhere.

So, okay maybe I haven't been around as long as some oldtimers and maybe
I've never worked with "real" Milrats but who cares?  I doesn't really matter
what *we* think of the name, what matters is what out current customers and
our *potential* customers think.

I was a customer of Digital for over 7 years and I just don't remember DEC being
preferred over Digital or Digital Equipment Corporation.  Now, remember this
goes back to the mid-70's when we still produced RK05's, 11/45's, etc. that
(if I remember correctly) had the letters D-E-C embossed on them.  No matter,
the name of the company was Digital Equipment Corporation, the "short" name
was Digital, and the initials were DEC.  In any event, some of that stuff
was written in that squiqqly, rounded, type face that no one could read anyway.

But that was then and now is now.  So my question is this -- where exactly do our
customers today get this image of DEC as a company name?  Unlike, IBM whose logo
says I-B-M on it, our logo says d-i-g-t-a-l.  As I sit here in my office, the
workstation I'm typing this on says VAXstation 3100 -- and right next to it is
a digital logo.  There are digital logos on a VT340, my laptop, all the
manuals on the shelf, and my badge.  Guess what, I even passed by an old Rainbow
this morning and it clearly has the Digital logo on it.

Of course, this raises the conflict between Digital as a company name and the
term DEC as a *brand* name, as in DECpc, DECstation, DEC 3000, etc.  I don't
think we give our customers enough credit if we think that's going to throw
them.

Apple uses the brand name of Macintosh and I've yet to hear anyone ask if they
are really two different companys.  Hewlett-Packard calls itself Hewlett-Packard
but uses the HP logo and the HP designation liberally.  It is easier for me to
explain to a customer why we call ourselves Digital but label our systems DEC
than to explain why we call ourselves Digital but label our systems VAX or PDP
or AXP!! 
 
When I was growing up my next door neighbor drove a 1949 Hudson that had a very
distinctive shape that I will always remember.  However, that doesn't mean that
Chrysler should revive the old name just because some of us remember it fondly.
The term DEC *is* a throwback to the old hardware company days.  The 90%+ of
the industry base that does *NOT* do business with this company doesn't know or
care about it.

Is Digital a good name? Maybe, maybe not.  But DEC is worse.

Larry
     

    
    Perhaps, if we could associate the word "Digital" with our
    company, then we could trademark it and force other companies
    that use the word to license it from us.  Re: Microsoft and
    the word "Windows".
    
    

	"Windows" as a trademark got defeated in court about a month
	ago.. Microsoft is appealing.

							mike

    re .83:
    
    "so my question is this -- where exactly do our customers today get
    this image of DEC as a company name?"
    
    Well, for starters from the New York Stock Exchange.  IBM's NYSE symbol
    is IBM.  Digital Equipment Corporation's NYSE symbol is DEC.  Investors
    remark, "I bought some DEC shares today" or "DEC is up 28 points".  :-)
    
    I always refer to International Business Machines as IBM, not
    International.  It should't be strange that some folks would refer
    to us as DEC, and not Digital.

    Personally speaking, I find using "DEC" as a noun to be grammatically
    correct, and "digital" to be the mark of the ignorant.
    

    Re: microsoft:
    
       I recently purchased Visual Basic from MS via their discounts for
    Digital employee program (see the EMPPURPRO conference for details.)  I
    received it last week, and while I'm sure I wrote the company name out
    as Digital Equipment Corporation, the shipping address said "DEC".
    
       Nobody knows just who Digital is, there are so many of them.  There
    is no ambiguity to DEC.
    
       Given the need to choose one, Digital is inadequate, DEC may not
    have the recognition today that people might want, but it certainly is
    distinctive and short enough to get the point across.
    
       Btw - I have it on good account that Ken Olsen was provided with
    data demonstrating the recognition of DEC over Digital and he got quite
    steamed at the idea of using the name DEC.  As (Alfred Thompsen?) said,
    KO wanted Digital over DEC, and any justifications you see are just
    rationalizations that we're still living with, post-KO.
    
    						-mjg

    
    Well there are brands that have become the identifier of the product
    (ie: COKE, Vise-Grip, Channel Lock) unfortunately digital is not one of
    these products.  When one thinks of digital with regards to electronics, 
    one tends to think of digital as compared to analog and not the
    corporation known as Digital Equipment Corporation.  So what are our
    alternatives, as I see it they are threefold: 1) Try and make people
    think of Digital Equipment Corporation when they hear the term digital,
    or 2) Get another name and get a new identity (as UNISYS has), or 3) Do
    nothing and live with it.
    
    
    Mike

    Re: .65
    
    Well, I'm impressed. I'm tired of crawling around the flats of
    Hewlett-Packard and Epson printers at Fry's and CompUSA knowing that
    we've got products just as good.
    
    Some facts:
    
    The DEClaser 1152 is based on a Canon engine, like the majority of the
    world's laser printers and not-to-mention our direct competitions'. (I
    think Canon and Lexmark are really the only significant engine vendors
    in this space.) PostScript level 2 came only from Adobe (at the time)
    and you are conveniently ignoring the integration work and supporting
    software that goes into making it a complete product. It has also
    received very good reviews and is still the only under $1000 product in
    its class. (We'll see what the HP LJ4ML comes out at....)
    
    Olivetti makes the bubble jet technology that Canon currently receives
    lots of credit for. The DECmultiJETs aren't the best in the world but
    they're pretty good in that space.
    
    The DECwriter 95 is a straight branding of the Citizen GSX-240 with
    enhanced printer drivers that we supplied that are better than
    Citizen's. (And it got great reviews in Byte a few months ago, too.)
    
    So, they're commodities. Nothing wrong with advertising them and
    selling them through a retail channel, is there? Where else would you
    sell them?
    
    I find myself gainfully employed adding value to components from other
    vendors. Actually, what hardware product do we make that doesn't have
    components from other vendors?

   Go check out the electronics dept in a WalMart store. You'll be astonished
   at the range of Wang products you'll see on the shelves - from printer
   cables to mousepads to Modems from Wang. Yes. From Wang that was in 
   bankruptcy a year ago. Don't be surprised if Wang emerges smaller but
   profitable. HP is trying to do some of the same things with its
   printers. And it didn't make them any less formidable in the market place,
   overtaking Digital. DEC and IBM need to do the same thing; clearly define
   a couple of areas that they excel in and concentrate only on them. Being
   bloated it might take them longer to turn the huge ship around as compared
   to the others' barges.

   In today's "The Farside"  cartoon there is a very funny piece with the 
   title "Failed Marketing Ploys". An ice-cream van is shown but instead of 
   icecream they're trying to sell Asparagus with the speakers blaring 
   "I Cuss. You Cuss. We all cuss for Asparagus". It reminded me of Digital's 
   efforts in redesigning the logo and other surface stuff. What you need is 
   to start selling ice cream instead of asparagus. If too many people are 
   selling ice cream figure out what else the market needs.

   Nari 
   

re Note 2433.92 by SPECXN::KANNAN:

>    What you need is 
>    to start selling ice cream instead of asparagus. If too many people are 
>    selling ice cream figure out what else the market needs.
  
        Well, we really do believe that there are some customers --
        including many big enterprises -- that need asparagus.  And
        asparagus is a core competency.

        Bob

    
    i agree, plus asparagus is good for you.
    
    \bye
    \nasser

    Hey, I bet I have bought asparagus at least as many
    times as I've bought ice cream this year.
    
    Ice cream tastes awful on toasted wholemeal bread with
    a smear of garlic mayonnaise.
    

>    Ice cream tastes awful on toasted wholemeal bread with
>    a smear of garlic mayonnaise.

Please, spare-my-guts.

	It's alright, he could have been Austrailian and requested
	vegemite. Now there is something truly disgusting. :-)
	(smelled it ONCE)

	Of course, he did forget the blood pudding and ice cream.

							mike

I know! I know!  Let's make asparagus ice cream!  Yeah, that's it.  We know 
they need asparagus, we know they like ice cream, how can we go wrong?  No, 
don't ask them if they will buy it, that will only ruin the suprise.

Matt

    
>    Well there are brands that have become the identifier of the product
>    (ie: COKE, Vise-Grip, Channel Lock) unfortunately digital is not one of
>    these products. 

	This, along witht eh ESSO/EXXON thingy makes me wonder if identifiers
	are as good as they seem.

	EXXON is not an identifier for me, neither is Vise-grip, neither
	is Channel Lock.......maybe they are not as important as they are
	made out to be?

	
	Heather

I found the sharp-looking new issue of Digital World in my mailbox this
morning; it's completely dedicated to the new brand campaign. I haven't
had a chance to read it in detail, yet, but what I've skimmed looks
encouraging. 

However, I have one serious concern. On page six, there's a box at the
bottom of the page on perceptions: words used by customers to describe
what vendors stand for. Some examples are given:

Apple = simple, easy, friendly
IBM = safe choice, tried and true

etc.

And the point was made (undoubtedly true) that Digital enjoys no such
clear perception, no small number of positive adjectives (two or three)
which readily come to mind.

Fine. I'm impressed. My problem is that, in a quick skim of the entire
issue, nowhere was it blindingly evident what our new target perception
is going to be. Lots of talk about customers, dedicated employees, and
other motherhood and apple pie stuff.

What is it that we want our customers to say when asked what Digital
stands for? If there's a crisp, clear answer to this, where is it in
this Digital World issue? And if it's there, why isn't it on the cover,
the title page, the table of contents, and the first article?

The second and third sentences of the first article (by Mr Palmer) say:

`Every employee needs to understand how the brand identity contributes
to Digital's return to profitability and growth. Digital is positioning
itself as "the company whose people are dedicated to customer success
through innovation"'.

Is this it? If so, am I alone in worrying that this doesn't present a
simple, crisp, clear image? One that customers can answer in two or
three adjectives? It doesn't say much to me. Maybe I just don't get it,
yet. I hope I will.

    Sorry, Mike, but "the company whose people are deidcated to customer's
    growth through innovation" is it.

    	I just read through this also. I was happy to see that most of the
    employees in the company were firmly behind the new branding campaign
    (surprised, maybe, but happy...really happy). I particularly liked the
    Roberson article at the end: "Just for the fun of it" where "Vice
    President Dennis Roberson believes his vision for software will make
    engineers smile again." Well, I must admit that I was smiling. I'm
    still smiling...but not for the reasons he intended. It's nice to see
    that "engineering will be fun again" too. I'm just laughing and
    laughing all the way home.

    re: .100

    `Every employee needs to understand how the brand identity contributes
    to Digital's return to profitability and growth. Digital is positioning
    itself as "the company whose people are dedicated to customer success
    through innovation"'.

re: .101

    Sorry, Mike, but "the company whose people are dedicated to customer's
    growth through innovation" is it.

    So what are we dedicated to? "success" or "growth"?
    
    "Deliverying innovation to customers" is a bit more concise.

    re .100
    
    YOu're right.  this is the sort of thing that Digital is missing.  But
    I don't think an ad campaign is going to make it happen.  Seems to me
    the reasoning behind the "branding" campaign is something like "These
    companies have widely recognized brands and images, therefore they are
    successful", whereas I think the actual fact is the other way around,
    i.e. "These companies are successful, therefore their brands are easily
    recognized".  Not that marketing doesn't help, of course.  But I'd
    guess that Apple got it's rep for being easy to use because that's what
    customers found to be true.  The advertising then capitalized on it,
    and made it into the "image" of the company.  So, what is it that
    Digital is better at than other companies?  
    
    I wonder too, about all that blather about listening to the customers, 
    etc.  Other than reading reprints of speeches by Palmer, I've heard and 
    seen nothing about how to actually do this.  Does this make sense?  I'm 
    a software engineer. If we're going to make software that customers love, 
    shouldn't we be getting some focus on doing that in engineering?
    
    -ellie

Fine, now that there seems to be some concensus that the new brand
image is a little vague, perhaps we could be constructive for a moment.
Here's what I would like our new image to be, in the form of responses
that a future customer survey might receive:

"Digital's products and services set the standard for features,
reliability, performance, and ease of use, and at a mainstream price
(neither premium nor lowball)."

"The reference against which others are measured."

"Not just the best, but the best by a significant margin."

"Digital's people set the standard for performance, dedication,
integrity, and courtesy."

"Digital is the Rolls-Royce of information technology companies."

"A decision to buy a Digital product is effortless, because you can
always be confident that it's the best in its class."

"You can plug a Digital product into a system consisting of products
from other vendors, and your entire system will continue to work and
see an improvement in performance, features, and reliability."

"Nothing which leaves Digital is any less than the best in its class."

"Essentially perfect in every way."

Etc.

----------------------

Frankly, if Mr Palmer has goals which are any less than this, then I
will find it very hard to muster unreserved enthusiasm. My own
performance and dedication will (not by conscious choice) correspond
with Mr Palmer's own ambitions.

I'm very happy to say that, so far, I sense this high aspiration at the
top, and feel that it's working its way outward, in the form of the
choices of the new senior executives. I understand that this spirit
can't spread instantaneously, and I can be patient. But I'll always be
watching for indications that we *are* aiming at being the best, or for
signs that we've forgotten this, and are going astray.

re .103

>"Deliverying innovation to customers" is a bit more concise.

and what's more, it accurately conveys the way that
DEC management speaks.

	How about "Your success through our innovation"?

			Tom_K

>>>Digital the Rolls Royce of computer companies

	I think we better can that idea pronto. We need to be the Saturn
	or Ford or even Chrysler of computer companies.. I'm talking volume 
	+ Quality. Before we get into a debate about Ford, they and other 
	American car companies have increased their quality by leaps and bounds
	and Chrysler is now becoming the company to watch for innovative
	and exciting (Viper) automobiles.. And wouldn't it be nice to sell
	at many AXP 150's as Chrysler does minivans???

						mike

re: .104

My group has seen a significant increase in emphasis on customer
requirements.  Skills and methods for doing this are slowly permeating
our group:  QFD, Contextual Inquiry, VCA, Shiba, etc.  They're not
ubiquitous yet, nor are we world class experts in any of these techniques, 
but our commitment to customer focus is clear.

QFD and Contextual Inquiry courses are taught regularly by the
folks who provide the bulk of the internal Software Engineering 
training courses (sorry, I don't have their exact title at my
fingertips).

What group are you in?  I'd like to determine where the breakdown is.

   Gary

re: .105

The statements you propose seem to have a heavy emphasis on
products.  It suggests that Digital is a supplier of products.

That's true for our commodity CBU's, but not for our industry CBU's.
My perception of the branding campaign is that it leans towards our
role in the industry CBU's.  For example, consider the quote on
page 5 of Digital World:

	recommends what's right for my business rather than what they have 
	to sell,

Within the context of the branding campaign, we are positioning ourselves
as a company that sells information technology.  We happen to also sell
disks, PCs, AXP microprocessors, AXP systems, and related software, but 
that's not what the branding campaign is about.  Fortunately, it's easy for 
our products to carve a niche out of the campaign (e. g., recent our PC 
ads), but don't let them fool you into believing that they're the focus.

   Gary

  You read emphasis on HW/SW where none existed. Only two of the quotes
  in .105 were specifically limited to "products", which you apparently
  take to mean exclusively HW/SW, and only one was clearly focusing on
  HW/SW. In fact, none of them were meant to refer only to HW/SW.
  Remedial and consulting services and SI are products, too, and goals
  for excellence apply just as much to them as to our HW and SW.

  Mike Foley hacked my original quote about Rolls-Royce. It was:

  "Digital is the Rolls-Royce of information technology companies."

  implying, if it wasn't obvious, nothing about expensive, and
  everything about a level of quality which is in another league
  entirely from the rest of the industry.

re: .111

Mike,

A lot of people may interpret your Rolls Royce quote in a manner different than
you intended.  When I think of Rolls Royce, I think of an incredibly expensive
and overweight car with so-so performance that gets horrible gas mileage, but
it doesn't matter to the few ultra-rich who buy them.  Yes, the quality is
there, but that's not what I think of first.

Bob

	Customers may buy for quality but not always. We don't have to
	have the "ultimate" in quality when we are talking about 
	commodity items like PC. It's Ok to have a good quality product.

	What we NEED is volume. Not in the 100's like the VAX 9000's, but
	more like the millions like DELL and Gateway.

	Note, I'm not saying we shouldn't ship a high quality product. I'm
	just saying that we should ship a GOOD or BETTER if you will, quality 
	product at volume.

	VAX 9000 = Rolls Royce

	Future cheap Alpha PC = minivan

	I'd rather ship minivans.

							mike

It has been said that Digital should focus on our core competencies.  There were
three areas, all beginning with the letter S, that were mentioned.

In the lower left corner of the "Digital WORLD" magazine, three articles are
mentioned.  I guess these are our core competencies?

	Stress   p. 15
	Silicon  p. 18
	Software p. 20

Paul

>  I guess these are our core competencies?

>	Stress   p. 15
>	Silicon  p. 18
>	Software p. 20

	Silicon yes but why ... software? 

	Sorry I could not resist.

I think that .105, .108, .110, .111, .112 illustrate how difficult
it is to write spiffy sayings that convey the intended meanings to
a large marjority of readers.  Maybe we should stop being so critical
of our PR folks.

re: .111 

I guess I just have a different definition of what constitutes a
product.  I don't consider remedial, consulting, or SI services a product
in any sense of the word, except, perhaps, for our bureaucratic uses.

   Gary

Yes, it *is* difficult to achieve clarity and simplicity, and not just
in the creation of a brand image. My proposal was a "straw man",
offered because that's the company *I'd* like to work for. Maybe
Digital needn't deliver "the best by far" (certainly not immediately),
but I would very much enjoy working for that kind of company. Frankly,
I doubt that aiming for anything less will result in the kind of
performance we need, regardless of what we ultimately achieve.

Re "product", it can be very helpful and profitable to adopt a
definition for "product" of "anything which can be sold". Our field
organizations have long appreciated the opportunity presented by
"service products". Perhaps it's an Engineering thing to hear "HW/SW"
when "product" is mentioned.

>definition for "product" of "anything which can be sold"

Right. Any **thing**. 

product n.  Thing or substance produced by natural process or 
	manufacture; result.  [Concise OED]

(I am not debating the value of services, merely saying that
 the concept "product" does not include "service", and it does
 no good to play Humpty Dumpty with words if we want customers
 to understand us.)

re .116
>>definition for "product" of "anything which can be sold"

>Right. Any **thing**. 

>product n.  Thing or substance produced by natural process or 
>	manufacture; result.  [Concise OED]

The services groups have been working real hard to define a set of service 
products based on what result they accomplish.  Most customers don't have a 
problem with this.  The simplist example might be a DECstart.  You pay one 
price, and you recieve a working installation of a product and training.  
One price, one result.

>(I am not debating the value of services, merely saying that
> the concept "product" does not include "service", and it does
> no good to play Humpty Dumpty with words if we want customers
> to understand us.)

Are you speaking from experience?  Do you know of customers who could not 
understand this concept?

Matt

    The brand campaign is to be applauded for the recognition of a problem
    that Digital/DEC was in denial over since I walked into the computer
    lab of the Polytechnic Institute of Brooklyn at the age of 14 and
    encountered the PDP-8 there in 1968.
    
    I'm likely to be critical when my copy of Digital World arrives, but
    recognizing the low recognition of Digital is a great leap forward.

Re: ongoing SI debate/rathole:

1) If the end result of an SI project is a functional computer system,
custom tailored to a customer's needs, and the end result of Engineering's
efforts is a piece of hardware or software, what makes one a product
and not the other?

2) On the other hand, when I think of SI at Digital, I think of TFSO...
    It's largely an academic discussion...

re: .121

The former gets sold to one customer through a personalized sales effort, 
based on the customer's confidence in our ability to actually deliver
the finished system.  We have to convince the customer that we are
capable of doing what we promise to do.

The latter gets sold to 30% of the marketplace (or more), through
a broad promotional campaign (e. g. advertising in approriate 
publications), based on the properties of the actual system.  We don't
need to convince customers that we're capable of building a good product; 
they read about us in the product reviews.  The only faith they need is
in our ability to continue support (a factor, but a much smaller factor).
(This applies to successful products.  Unsuccessful products get sold
to an ever decreasing percentage of their market.)

Ask yourself:  How do you buy a car?  How do you pick a mechanic to
repair the car?  What are the differences?  What are the similarities?
If you think they're similar, then ask yourself whether you're the
exception.  I will admit that it's a fuzzy line.  Midas is an attempt to 
turn a service into a product; extended warranties are insurance products 
that back up services.

   Gary

Engineering sells software.  Calls it a product.
SI sells software.  Calls it a product.

As long as you can call both "profitable", the rest is
nitpicking and noise in the wind.

    From DECprofessional, September, 1993, page 13        
         That's "Digital" to You       

         ...company speakers at June DECUS trade show in Atlanta,
        including CEO Robert B. Palmer, repeatedly referred to the         
        company by its acronym....

    Apparently, the branding campaign has a long way to go.  I suggest     
    they start at the top.

                                                     			
							-Paul

    I rather like the latest Newton ads on U.S. TV.
    First sentence, "What is Newton?" - 2nd sentence "Newton
    is digital"

    Also the Apple print ads (see Time magazine) that start out with
    
    		"Imagine"

    Any chance that the decision to choose "Digital" over "DEC" will be 
    reconsidered?
    
    No wonder there's so much confusion about the name Digital... Others in
    this conference have mentioned that "Digital"  is too generic.  In
    support of this, I noticed there were four other "Digital" companies
    represented at the recent Interop 93 Conference (a network industry 
    conference):
    
    Digital Communications Associates, Inc.
    Digital Link Corporation
    Digital Products
    Digital Technology Inc.
    
    There seemed to be no confusion about who "DEC" was.  It appears to
    me that the wrong name was chosen, and I have hope that someone with
    the power to reverse the decision will weigh the costs of sticking
    with a name that won't stick.
    
                                            - LL
    

re Note 2433.127 by BULEAN::ABERDALE:

>     There seemed to be no confusion about who "DEC" was.  It appears to
>     me that the wrong name was chosen, and I have hope that someone with
>     the power to reverse the decision will weigh the costs of sticking
>     with a name that won't stick.
  
        I figure that as long as they are purging the "ghosts of Ken"
        (e.g., the Mill), they could purge this one, too.

        Certainly one problem is that our single long-established
        logo says "digital" and not "DEC".

        Bob

Re .128

>       Certainly one problem is that our single long-established
>       logo says "digital" and not "DEC".

	Is this *really* a problem.  Logos are generally noted for their
	visual impression, not what they say (or spell).  Many extremely
	recognizable logos don't have any words or letters at all -
	Mercedes Benz for example.

	Of course, the logo could be changed as well ... oops, I forgot -
	it was changed, wasn't it?  If only this place was run like a
	business ...

	Feeling cynical,

	Bob

    So, did they get the customer letters, or not?  Anyone know?

    Anyone want to bet?
    

              <<< ALPHAX::PUB$:[NOTES$LIBRARY]COMPUSERVE.NOTE;2 >>>
                        -< CompuServe users at Digital >-
================================================================================
Note 56.0            New DEC4WNT Windows NT support forum...           2 replies
PLUGH::NEEDLE "Money talks. Mine says "Good-Bye!""   23 lines   9-SEP-1993 12:24
--------------------------------------------------------------------------------
This will be appearing in Livewire shortly...



In mid September Multivendor Customer Services will open a forum on Compuserve 
to support NT hardware and software end users. The forum will be called "Digital
NT Support Forum" and will be accessed via a "GO DEC4WNT" Compuserve command.
This forum will be available world wide by all Compuserve users and will 
enable Digital to support users in the PC marketplace via a public bulletin
board. It will also provide a market channel for MCS service offers as well as
other Digital products. 

Various experts within MCS will moderate the forum. The moderator function is
to assure accurate and timely response to customers questions. The moderators
will also manage a library section where various text and critical patch 
information will be made available.

In mid September all Digital sponsored forums on Compuserve will be made 
available via one display page. By typing "GO DEC" Compuserve users will get 
the list of available Digital forums; DECPCI, Digital Store, and Digital NT 
Support. This unified presentation will enhance our presence in the PC 
marketplace by making access to Digital products and services extremely easy.

Shouldn't that be GO Digital4NT and GO Digital???

    Methinks .133 belabors the obvious (imho) point of .132.  Fwiw.
    

A company called Digitalk (with a 'k') already "owns" !GO DIGITAL on
CompuServe.

...petri

    re .135 DARN it, I hate it when those little mammals DO that!
    
    :-)