IEEE 802®

Plenary21 July 2003

“Crash Course in IEEE & 802 Brand Management”

Karen McCabeSenior Marketing Manager

+1 732 562 3824k.mccabe@ieee.org

Value of the IEEE and 802 NameWhat’s in a name?

IEEE and 802 ® have strong brand or name recognition throughout industry worldwide

Represent integrity, quality and value Need to protect brand names to

ensure the value of the IEEE and 802 names

Need to ensure exposure that leads to greater awareness and usage

Corporate Identity and BrandingWhy it’s important

A corporate identify program is like a dress code—defined, sometimes inflexible and rich in symbolism

However, it’s wise to exercise branding guidelines—but need to keep it simple

It’s as important to legally protect a name, as it is to create one

IEEE branding guidelines www.ieee.org/identitystandards

Protecting the IEEE and 802 BrandsHelpful Hints

Take nothing for granted—don’t assume that since our brand has been around for a long time that folks know us and what we offer

Keep the IEEE and 802 names prominent/stay visible

Be sensitive and responsive to changes in the marketplace and in perceptions

Protecting the IEEE and 802 BrandsHelpful Hints

Don’t let someone else position us Use PR (news releases, 802 News

Bulletin, event sponsorship opps, guest columns and interviews)

Be careful about comparisons—take the high road and be positive

Protecting the IEEE and 802 BrandsHelpful Hints

Use “IEEE” when referencing standards or talking about them vs just using the standard number

Proper use of trademarks by standards’ numeric designations (IEEE 802.11g ™, 802 ®)

Have “IEEE” precede standards’ numbers (IEEE 802.3af ™)

Protecting the IEEE and 802 BrandsHelpful Hints

The goal of what we say or write is to motivate our audiences to act in ways beneficial to the IEEE and 802

Be factual and informative, providing answers not assertions

Eliminate unsupported superlatives to create a tone of honesty, maturity and confidence

Stay clear of hyperbole, unsupported claims and jargon

Convey clear thinking

Protecting the IEEE and 802 BrandsSome Challenges

The Near Future Of Wi-Fi Arik Hesseldahl, 04.15.03, 10:00 AM ET

NEW YORK - Before it was Wi-Fi, the wireless networking technology that is currently the hottest accessory for a notebook PC was best known by a jumble of letters and numbers: IEEE 802.11b.

This arcane designation was assigned to the technology by the Institute of Electrical and Electronics Engineers, a global organization that sets standards for many of the technologies we use in daily life.

Protecting the IEEE and 802 BrandsResources

IEEE 802 News Bulletinstandards.ieee.org/802news/ IEEE Standards Development Process

backgrounderstandards.ieee.org/announcements/backgrounder.html IEEE-SA and IEEE backgroundersstandards.ieee.org/announcements/

crpbackgrounders.html

Protecting the IEEE and 802 BrandsResources

Interview Guidestandards.ieee.org/announcements/interviewguide.html Web templates Power point presentation templateswww.ieee.org/organizations/corporate/ IEEE Corporate Communications and

IEEE-SA marketing staffk.mccabe@ieee.org; 732 562 3834

Protecting the IEEE and 802 BrandsWrap Up

Protect the integrity of our brands Always maintain credibility Use a consistent look/feel in

signatures, logos and web pages Use “IEEE”