Tech - Computers
|August 22, 2003|
palmOne Maximizes Brand Equity, Industry Leadership
|Palm, Inc. has announced the new name it will adopt following the proposed spin-off this fall of PalmSource, Inc., makers of Palm OS platform software. The name "palmOne, Inc." will reflect the company's handheld computer hardware and software solutions business and encompass the subbrands Zire and Tungsten, as well as Treo, upon the completion of the planned acquisition of Handspring, Inc., also expected this fall. "Palm created an entirely new category when it delivered the first successful handheld computers in history," said Todd Bradley, Palm Solutions Group chief executive officer. "palmOne builds on the brand promise and popularity of the Palm name, while indicating our intention to continue to be the driving force of innovation."|
The name palmOne was chosen following interviews with a broad spectrum of Palm customers, partners, employees, naming consultants and industry influencers. When people inside and outside the company reflect on Palm's essence, three ideas emerged consistently:
- the company's heritage as a pioneer in handheld computing;
- Palm's worldwide leadership, which it has retained despite an influx of competitors; and
- the conviction that Palm always would place customers first, thereby delivering what matters most to them.
"Our brand promise is so well understood by the marketplace that the concept of 'One' in our new name was immediately compelling," said Ken Wirt, Palm Solutions senior vice president and head of sales and marketing. "'One' is a powerful addition to the instant brand recognition and identity of the Palm name."
The new name is characterized in two colors - deep red for the word "palm" and vibrant orange for "One," reflecting the subbrand colors for the company's Tungsten line of solutions for mobile professionals and business and its Zire line of solutions for consumers and multimedia enthusiasts, respectively. The lower-case treatment of the company name gives the word "palm" visual emphasis. Products will begin to bear the new brand name in 2004. However, a new website (http://www.palmOne.com) is live now and features product information and support services previously available at http://www.palm.com
"The red/orange combination is a bold departure from the blue that Palm has used for many years and builds on our new subbrands," Wirt said. "Energy, enthusiasm, power and innovation come across much stronger in our new combination."
"Our new name also signals a new beginning at Palm," said Bradley. "Building on our momentum in the handheld computing space worldwide and complementing it with the expected integration of the award-winning Treo line of smartphones from Handspring will give palmOne the broadest portfolio of handheld computers and smartphone products led by the most experienced team in the industry."