BRANDING NEWS: Unica unveils new worldwide brand
Unica Corporations, a marketing software company, has revealed its new brand. It is designed to reflect the shift to interactive and online marketing that today's business environment demands.
It will be marketed worldwide by various means including collateral, a newly-integrated site and webinars, all culminating with a customer conference in Paris in October where trends in customer analytics, interactive and online marketing will be discussed.
Unica is expanding into new markets and felt now was an ideal time to update its brand and reshape its perceptions. The software company wanted to move from a traditional outbound campaign to an online/interactive leader.
Paul McNulty, CMO Unica, says, "As marketing expands beyond traditional channels to online and interactive marketing, Unica has anticipated and adapted to marketers changing needs to further equip them to succeed."
Unica has spent the last year conducting brand research and gaining feedback on the company's look and feel from more than 150 marketing and IT executives. They worked with Raincastle Communications, a branding and design firm on the company's brand strategy and visual identity.