SAP's Clear, New, World

Despite my marketing background, I've never been a big fan of the corporate branding programs of technology companies.

• I never thought "Sun was the dot in dot-com," though they did end up the 0 in web 2.0.
• I never understood the whole "liquid" campaign at BEA
• I almost died when PwC firm re-branded itself "Monday."

So I had my natural skeptical reaction to SAP's "clear, new world" branding campaign launched today. I have to say I was also amazed, per the AMR post below, to find that SAP apparently has a president and CEO of marketing (Marty Holmish).

Since I'm pretty busy at my user conference, I won't do an analysis, but just provide a few links here:

• Clear, The Moment I Met You, I Swear by Bruce Richardson at AMR.
• Software Leader SAP Launches Global Brand Campaign press release.
• BI Tool will Create 'Clear' Enterprises in PC World.