Marketing

Global brand campaign – Analytics giant relies on curious brand message – eCommerce Magazin

“Curiosity means asking questions that constantly broaden our horizons. Data gives us the answers and allows us to discover completely new possibilities, ”describes Jim Goodnight, CEO and co-founder of SAS, the core of the brand message of the new brand campaign. “When we combine curiosity with the right technology, it can literally change the world. Together with our customers and partners, we keep asking the question ‘what if’. And our customers deliver on SAS’s promise by increasing their results and efficiency. At the same time, however, they make the world a little safer, more resilient and stronger. ”

Jenn Chase is Senior Vice President and Head of Marketing. She explains the brand campaign as follows: “Curiosity drives everyone and everything at SAS. That is why we chose this message. Curiosity Forever is a global, multilingual brand campaign that focuses on five industries. These are banking, commerce, industry, healthcare and public administration. It builds on our conviction that analytics – as implemented in our agile platform SAS Viya – can actually move the world forward. ”

Brand campaign: SAS as a synonym for analytics and AI

SAS sees itself not only as a software manufacturer, but also as a partner to its customers. In doing so, he actively contributes to making faster decisions and realizing innovations. In addition, he helps to sustainably change entire industries in the course of digitization. Curiosity Forever should reflect these characteristics, not least through a new visual appearance of the brand. Above all, however, the brand campaign is intended to give the corporate vision a face. It has already expressed itself in the strategic decisions taken in recent years. In 2019, SAS started an investment program worth one billion US dollars in technology related to artificial intelligence. In addition, SAS has been investing over a quarter of its sales in research and development for many years. That is far more than usual in the industry.

“Our technology is clearly perceived as a leader in a market with a large number of players,” says Bryan Harris, CTO of SAS. “We’re the only vendor named in the Gartner Magic Quadrant for Data Science and Machine Learning Platforms for eight years without a break. SAS isn’t interested in the hype surrounding AI and machine learning, but rather in using this technology to help companies find real solutions to their toughest problems. We have already succeeded in doing this in thousands of cases. Curiosity Forever is an expression of this constant search for new possibilities. ”

The analysts from Fast Company recently rated SAS as “World’s Most Innovative Company” – in the “Social Good” category for its commitment to sustainability. And as a “top joint venture” for the partnership with Microsoft Azure.

SAS ‘curiosity for new solutions and innovations is also evident in the first global hackathon. Over 100 teams from 31 countries use agile methods, SAS and Open Source on Microsoft Azure to search for answers to questions about sustainability and corporate practice.

Social responsibility as a core issue

The core of the SAS brand is commitment to social responsibility. Here SAS works directly with customers, associations, non-profit organizations, government organizations and NGOs. One example is the joint project with the Malala Fund against the educational disadvantage of girls against the background of the consequences of climate change. “We see immediately how human curiosity combined with analytics technology can make the world that little bit better. From protecting the environment to promoting education to measures for a fairer society, ”said Susan Ellis, SAS Director of Corporate Social Innovation and Brand. “SAS was founded in 1976 with the vision that analytics could move the world forward. And in this spirit we continue to work on making our technology available for solving the most pressing societal challenges. ”

Also read: Shopping experience – How retailers should react to the consequences of the corona pandemic.