You Know You Work for a European Company When…

I didn’t see the message of this SAP Business Objects video coming. I guess this is one way to get your message out:

“You don’t need to run SAP to run SAP BusinessObjects…”

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4 Responses to “You Know You Work for a European Company When…”


  1. 1 mikeurbonas 2009/12/19 at 1:31 pm

    I’d be interested to understand the reasoning to run with this ad from a product marketing perspective…

    Speaking of “we know what you’re thinking,” the creators of the ad were apparently thinking that IT decision makers are all guys (who apparently should be marketed to the same way beer companies, etc. etc. do, but that’s another point…)

    True, only about 9% of all CIOs are female, but why risk alientating 9% of any market? Carve the market up based on verticals, and suddenly SAP BO is risking alientating a large piece of the higher ed market (close to 25% with female CIOs). Hmmm…

    Link with above noted statistics here.

  2. 2 René Bonvanie 2009/12/29 at 7:40 am

    As the previous CMO of Business Objects, I can’t believe that the company and brand have gotten to this level. Not only do they now have to market against their “mothership” (strike one against them for letting that happen), they need to do it with a metaphor that is so corny and obnoxious that it just hurts they eyes (strike two because of the corny accent and three because of lack of originality.)

    SAP has truly destroyed what was a great brand. No amount of semi-nude faux-spanish-accent actresses can make that go away.


  1. 1 Do You Trust Your Data? « In(tegrate) the Clouds Trackback on 2009/12/18 at 5:01 pm
  2. 2 Top In(tegrate) the Cloud Posts of 2009 « In(tegrate) the Clouds Trackback on 2009/12/28 at 11:13 am

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