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Build on a Strong Brand
This year we surveyed our customers to find out what 3Com
means to them. Across all our markets, we heard things like
"leading," "established," "approachable," and "it just works."
In small to midsize commercial markets, 3Com has the
highest brand awareness of any networking company. When
consumers are shown a list of industry players, they usually
recognize 3Com immediately.
The common thread running through all the customers'
comments was the notion of practical innovation coupled
with simplicity and value. That's the foundation upon which
we're continuing to build the 3Com brand.
To further enhance our brand's visibility, we launched a
$100 million TV and print advertising campaign spotlighting
how 3Com's radically simple solutions benefit average people
in everyday situations. We also renewed our prominent
sponsorship of San Francisco's 3Com Park®. And we're
planning a number of additional global branding initiatives,
including special online events.
As technology increasingly permeates their daily lives,
people are beginning to assert a new basic right: freedom
from complexity. All 3Com's marketing efforts — from our
new logo to our recent advertising — are aimed at
reinforcing one powerful message: By radically simplifying
how people connect, 3Com helps people like you accomplish
more.
When networking is effortless, remarkable things happen.
That's the essence of 3Com's brand strategy. Because
that's really what we're all about as a company.
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