Peachtree 2013 Annual Report Download - page 23

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Our brand transformation journey began in 2011.
As we revised our business strategy and refocused
Sage it became clear that brand had to be at the
heart of our transformation. A global brand vision
was needed that captured the essence of who
Sage is and what we provide for our customers.
Our global brand is now interconnected with the
heart of our business strategy and informs every
decision we make. A key initiative is around the
relationship between our product brands and the
Sage masterbrand and we have introduced a new
naming model in order to provide a more consistent
experience for our customers.
In the last 12 months our Group businesses have
been moving under the Sage brand umbrella.
Products in Sage North America have been renamed
and in February 2013 our South Africa business
Softline rebranded to Sage.
The global partnerships we have formed with
Microsoft and Google have strengthened our
position as a trusted brand. They have elevated our
technology strategy by enriching our products with
new capability and third-party integration, such as
with the incorporation of Google Drive into Sage One.
In 2014 we’ll continue this journey with the roll-out
of the first ever global brand campaign. We will also
be streamlining and simplifying our digital presence
online with a new user experience and consistent
visual identity across our websites. Since joining
the Group last year, I am delighted with the progress
we have made. I am very confident that our
transformation journey will continue to execute
at pace and with continued focus.
Transforming our brand to capture
the essence of who Sage is and
what we provide for our customers.
Amanda Jobbins, Group Chief Marketing Officer
The Sage Group plc | Annual Report & Accounts 2013 21