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Salesforce Branding – Existing Brands

We are using the IdeaExchange to find out what you think about the brands we use today compared to some new concepts. Vote on your favorite and weigh in to tell us what you think.

michaellee 03/23/07	I think the Apex platform can (and has the potential) to be used for a variety of applications outside of the CRM space and outside of the Salesforce part of an organization, and having "Salesforce" as the prominent part of the branding for those technologies makes it more difficult to express that concept for people unfamiliar with the platform or the technology.
LucBaart 03/24/07	Apart from the fact these are indeed much less confusing, Marketing hit the jackpot with the first letters in this order: S A A S
ToddJanzen 03/24/07	As someone who has to explain these every day, the shorter the better. As the brand name gets longer it just starts to sound like marketing words in a sentence.
rpr 03/24/07	I voted for concept 2 and then read these comments. If I had read the comments from Michael and LucBaart first, I would have cast my vote to keep as is. I agree with both of their comments wholeheartedly, though I had never noticed what was spelled out by the first letters.
MMayo 04/14/07	There's really nothing _wrong_ per se with the status quo. I'd suggest that AppExchange could use Salesforce branding, and you may wish to promote "platform" to part of Apex's name (though don't add "Salesforce" for Michael's reasons). While Successforce is catchy, it's a bit euphemistic... "community" doesn't truly capture the best practices angle. (And we are still close to being "force"d out...). Sorry I don't have an answer to propose on that. I wonder how often is the "S A A S" used--it's bothered me some that the "A" receives the same prominent treatment as the Salesforce "S"... The Apex platform may be an exception to keep some tie to Salesforce (though the overall type treatment and stylized "x" may be sufficient... think QuickTime), but I'd offer that AppExchange doesn't merit solo branding as does the Apex platform, hence SalesforceAppExchange.
SwissMiss 04/16/07	Ok, here are my insight from a non tech perspective (I once was a brand marketer though): Concept 2 convinces me the most due to KISS, yes, it's simple, straightforward (and yes, maybe a bit too boring). Taking out the whole confusion between appex and application exchange (yes, I know, I am not a techie), I think they get a better handle on explaining the difference. Also, concept 2 allows for expansion of the brand names (bolded then just grayed wording) considering that the business model may also expand. Concept 1 is a bit more flashier and exciting to look at, but also hard to understand for the uninitiated (similar to how I perceive the current branding treatment).
jps1975 04/17/07	Based on personal experience and some of the comments, it seems like Apex and App Exchange have a strong brand recognition in the product/service suite, so probably should not be touched. But Saleforce and Successforce could use refining. So, maybe there's a hybrid approach approach such as SalesforceApplications, Apex, App Exchange, SalesforceCommunity.
emoses 04/20/07	I don't like any of the other concepts too much, mostly because I think that the eye skips straight over logosthatlooklikethis. I think the "Salesforce" brand is strong, and it's great to associate it with the platform branding, like Apex, etc. I think the best approach might be some sort of hybrid, where we can use the associate Salesforce with unique logos for our other offerings. Take this as an example:

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