This has also been reflected in the new tagline, “Bring Out Your Best,” taking over from the long-standing “Best Run.” It was chosen out of 10 possibilities tested. White believes it has an aspirational and powerful aspect as a statement of intent while retaining part of the SAP heritage and placing the business within a servant mindset.
The aim for consistency meant that the new SAP branding, which retains its distinctive anvil border, will now lead all of the company’s communication assets. It was discovered that some of the acquired businesses had still been running without any SAP branding, even one decade after joining the business.
First released last May, that new look now appears across the company’s customer touchpoints, including its suite of mobile applications and marketing, with the new tagline only just having made its debut at the end of January.
Humanizing B2B
SAP’s advertising creative is also evolving. As the B2B sector is largely looking toward brand building over performance, the company is also upping the stakes to promote its cloud-based technology. Last year, it ran out-of-home campaign “Be Ready,” created using AI tools within 24 hours and placed in six locations.
Described by Duxbury as “an eye-catching” campaign that aimed to build on the growing hype around AI, he added that it also showcased that the brand has bigger ambitions by introducing this strategy.
But despite the focus on technology, White is adamant that the messaging will always remember that in business, they are still attempting to speak to people, especially with the growing number of millennials becoming B2B buyers.
“There is a new generation of B2B buyers. They are the decision-makers. And, guess what: They bring all of their millennial mindset experiences. ‘I want to be self-empowered.’ ‘I want my own digital self-service journey.’ ‘You have to speak to me as a human.’ ‘My consumer preferences absolutely come into my business preferences,’” she explained.
