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Nortel unleashes global marketing initative
Posted: 09-Nov-2004 [Source: Nortel]

[Nortel unleashes new marketing initiative including a tv ad campaign, its first since 2001.]

Nortel unleashed a global branding initiative with sweeping changes to the company's look, feel and voice based on the theme, "This is the Way. This is Nortel."

Nortel is taking an important step in changing the way it defines itself, moving the discussion from "the network" to what people "do with the network." Also marking a shift, Nortel will advertise on television for the first time since 2001.

Nortel's new ad campaign comes with a new theme: "This is the Way. This is Nortel." The TV spot includes shots of a noisy stock exchange floor, high-rise office buildings, and security department switchboard operators, set to a familiar tune sung by a children's chorus. It ends with a voiceover articulating Nortel's global strength: "...this is the way hundreds of millions of people, FORTUNE 500* companies, and government institutions around the world trust their networks to be reliable and secure."

Over the coming months, Nortel will continue to ramp up its strategic marketing activities to reach and educate new customers.


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