PartnerWorld
Guidelines for co-marketin co- marketing g with IBM Business Partners.
For IBM internal use only
This guide is designed or IBM teams that are responsible or relationships with IBM Business Partners, including account executives who work with the network o IBM consultants, systems integrators, solution providers, resellers, distributors and independent sotware vendors (ISVs). It provides clear guidelines or correct usage o the IBM brand, visual identity and trademarks by IBM Business Partners in co-marketing activities, including collateral development, presentations, events and Web initiatives. Protecting the IBM brand
By ensuring that Business Partners produce co-marketing
The IBM brand represents a set o distinct attributes that di-
material that ollows IBM best practices or using the IBM
erentiates IBM rom competitors in the minds o our clients
brand, we can continue to expand, maintain and strengthen
and prospects. Our company’s most valuable asset, the IBM
our brand equity in the global marketplace. For more
brand is one o the most powerul, recognizable brands in the
inormation about the IBM brand, visit http://w3-03.ibm.
world today. That’s why every person responsible or cultivat-
com/marketing/branding.
ing our Business Partner relationships needs to be equipped with knowledge, resources and tools to manage the IB M
Co-marketing by IBM Business Partners
brand with care. And ensure that every communication —
Co-marketing is any collaborative marketing initiative between
internal and external—works to strengthen it.
IBM and another company. It can include a wide range o activities, such as event participation, presentations, propos-
Co-marketing and co- branding are distinctly dierent pro-
als, direct marketing, and print- and Web-based collateral.
cesses, and each represents a unique type o third-party
Co-marketing with IBM Business Partners typically takes one
relationship. While co-marketing encompasses a wide range
o the ollowing orms:
o joint IBM and IBM Business Partner marketing activities, co-branding is strictly reserved or long-term strategic rela-
• IBM prepares materials or the Business Partner and uses
tionships in which both IBM and a third-party company have
the Partner branding. The Partner is understood to be the
agreed to jointly develop, market, sell and support a specifc
source o the material.
product or solution.
• The Business Partner is provided with IBM marketing communications as is. The Partner inserts its own unique call to action and contact inormation prior to delivering materials to clients. • The Business Partner prepares the materials using its own branding and voice, and then submits materials to IBM or review and approval.
For IBM internal use only
Co-marketing requirements When IBM Business Partners produce co-marketing material with IBM, they should use their company’s own branding (not IBM branding) and their own copyright and legal statements. All co-marketing materials produced by an IBM Business Partner should be written so that they are clearly perceived as communications rom the Partner and not rom IBM. General requirements or co-marketing with an IBM Business Partner include: • The Business Partner is clearly identifed as the source. • IBM trademarks, i used, are placed within a context that explains the scope and nature o the relationship between IBM and the Business Partner. • The Business Partner may use IBM trademarks and names only in accordance with the Fair use guidelines for use and reference of IBM trademarks, available at http://www.ibm. com/legal/copytrade.shtml#airuse. • The Business Partner may use only visual identity marks or which it has qualifed and has signed usage license agreements with IBM. To learn more about the specifc criteria or co-marketing with IBM Business Partners, visit http://w3-03.ibm.com/marketing/ branding/extend/comarketing.html.
For IBM internal use only
Using IBM visual identity emblems, marks and images IBM must maintain market relevance and credibility or the IBM brand. Business Partners seek endorsement rom IB M to instill client confdence. Satisying these two needs requires careul attention to equity and association. The IBM Business Partner emblems and other visual identity marks support IBM’s strategy to build market equity in the areas o brand awareness, reach and positioning. Typically, in co-marketing material, the Business Partner visual identity should appear more prominently than the IBM visual identity marks.
Using IBM visual identity marks and emblems
Using multiple IBM visual identity marks
IBM visual identity marks and emblems may be used by an
When using multiple IBM visual identity marks in co-marketing
IBM Business Partner that has signed a license agreement
material, the IBM Business Partner should position and size
with IBM.
each mark according to the overall intent of the piece.
IBM has a number o dierent logo, emblem and mark trade-
IBM encourages IBM Business Partners to avoid overload-
marks, with unique usage requirements, or the IBM brand
ing co- marketing pieces with multiple visual identity marks.
and or dierent products and platorms. IBM visual identity
However, in c ases where multiple visual identity marks are
emblems and marks can be used to indicate a Business
used, the Partner should consider the intent o the piece and
Partner relationship with IBM; emphasize a Partner qualifca-
emphasize the appropriate mark accordingly. For example,
tion or certifcation in a technical or marketing area; identiy a
i the ocus o the piece is on the Premier Business Partner
Partner oering that integrates with IBM hardware, sotware
relationship and IBM System S torage™ capabilities, the IBM
or technology; or identiy acilities, such as education and
Premier Business Partner emblem should be the primary
innovation centers, operated by Partners that ocus on IBM
ocus, and the IBM System Storage Proven mark should be
solutions. IBM visual identity marks and emblems may be
inserted in a secondary position and should accompany the
used by an IBM Business Partner that has met the qualiying
text about the IBM System Storage oering.
usage criteria and has signed a license agreement with IBM or the specifc mark(s) or emblem. When used by licensed
For more inormation about how IBM Business Partners
Partners, IBM visual identity emblems and marks should
should position multiple IBM marks in c o-marketing materials,
always be used in accordance with all requirements detailed
visit http://www-1.ibm.com/partnerworld/pwhome.ns/news/
in the signed emblem or mark usage agreement with IBM.
emblem_vid_combo.html.
IBM Business Partners are provided access to use IBM visual identity emblems and marks through the IBM PartnerWorld® Web site. Business Partners may visit the ollowing Web site or guidance and to request authorization to use IBM emblems and marks: http://www-1.ibm.com/partnerworld/pwhome. ns/news/emblem_vid_introduction.html.
For IBM internal use only
Figure 1. Guidelines for using IBM emblems and marks in co-marketing material IBM mark
Identifes
Qualiying usage criteria
Positioning guidance
A Bu si ne ss Pa rt ne r r el at io ns hi p w it h I BM
P re mi er IB M B us in es s P ar tn er s o nl y
S ma ll er th an th e B usi ne ss Pa rt ne r l og o A ND as part o the sign-o or signature
A Business Partner relationship with IBM
All Advanced-level and Member-level IBM Business Partners that have signed a contract with IBM (the Business Partner Agreement); other Member-level Business Partners are not eligible
Smaller than the Business Partner logo AND as part o the sign-o or signature
An IBM Business Partner Innovation Center
Only by an IBM Business Partner that operates an accredited Innovation Center
Smaller than the Business Partner logo
An IBM Business Partner company that is highly qualifed to provide On Demand Business solutions
By an IBM Business Partner that has met the requirements o the PartnerWorld program AND has met additional requirements outlined by IBM, invests in certiying On Demand Business proessionals and demonstrates leadership in deploying On Demand Business solutions
Smaller than the Business Partner logo, in content areas where On Demand Business solutions are reerenced OR as part o the signature
IBM hardware systems
By an IBM Business Partner that has met the requirements o the PartnerWorld program AND has one or more employees with current technical certifcations in the IBM hardware systems identifed
Smaller than the Business Partner logo AND in content areas where IBM hardware systems are reerenced
IBM sotware
By an IBM Business Partner that has met the requirements o the PartnerWorld program AND employs one or more current technical certifcations in the identifed IBM sotware
Smaller than the Business Partner logo AND in content areas where the IBM sotware is reerenced
A product that has met IBM specifcations or compatibility and integration with specifed IBM sotware, hardware or technology; multiple IBM validation marks are available, each representing dierent IBM hardware and sotware solutions
By an IBM Business Partner that has met the requirements o the PartnerWorld program AND has pretested its oering against specifc criteria rom IBM to ensure compatibility and integration with certain IBM oerings
Smaller than the Business Partner logo AND in content areas where oering compatibility is specifcally reerenced
Applications that have been enabled or IBM hardware systems
By an IBM Business Partner with a product that has been pretested against specifc criteria rom IBM AND verifed through a customer experience to be installed and running in a real-wor ld customer location
Smaller than the Business Partner logo AND in content areas where product compatibility and reliability are specifcally reerenced
Certifcation that an individual can perorm a job, duty or task
By individuals (including those within IBM Business Partner companies) who have been certifed or development o the specifed skill
May be displayed on business cards, resumes, personal stationery and individual Web pages
An IBM Business Partner solution that includes IBM Express Advantage™ oerings, and has been successully implemented in a midsize client environment
By an IBM Business Partner that submits a client experience showing a solution or services oering that has been implemented in a midmarket client environment and contains at least one oering rom the IBM Express Advantage portolio
Packaging, collateral materials and Web sites, usually in the text copy area
Premier Business Partner
IBM Systems
System Storage Proven
™
Built on
®
offerings
express advantage
™
For IBM internal use only
Figure 2. Approved applications of IBM visual identity marks and emblems Approved applications
Business Partner emblems
Advertising
•
Banners
•
Collateral
•
Direct marketing
•
Events
•
On Demand Business— accredited mark
Business Partner Innovation Center accreditation mark
•
•
Technical validation and proven marks
•
•
•
•
•
• •
•
•
•
•
•
Presentations
•
•
•
Proposals
•
•
•
•
• •
•
•
• •
•
Resumes/biographies
• •
•
•
Product packaging
•
IBM Express Advantage oering mark
•
•
Internet
Telephone directories
Individual certifcation marks
•
E-mail signature
•
• •
•
Using IBM images
Product-oriented images rom IBM are available through the
Only images that are wholly owned by IBM may be shared
IBM Worldwide Image Library at http://www-306.ibm.com/
with IBM Business Partners. Images used by IBM in marketing
common/ssi/imagelibrary/tilesForward.wss?defnition=
collateral all into three primary categories:
public.home.
• IBM owned. IBM paid to have a photograph, illustration or graphic created and has paid to own all copyrights by contract. Thereore, IBM may share this image with a Par tner as part o a co-marketing template. • Royalty-free. IBM purchased the right to use an image or any purpose or duration. In this case, the license belongs to IBM only, and IBM cannot share the image with another company. • Rights-managed. IBM purchased the right to use an image or limited use. The license will dictate use specifc to geographic location, duration, types o materials and purpose. The license belongs to IBM only, and IBM cannot share the image with another company.
Hardware and sotware brand marks
For IBM internal use only
Using the IBM eight-bar logo
Attaining a logo usage license from IBM
IBM rarely issues licenses to IBM Business Partners or use o IBM logos in co-marketing materials. When used by an IBM
For short-term (less than one year) co-marketing activities,
Business Partner, the IBM logo should always be used in accor-
such as third-party event participation and sponsorship
dance with requirements detailed in the signed IBM license
opportunit ies, use of the IBM logo must be evaluated and
agreement provided by IBM Intellectual Property (IP) Law.
licensed by IBM Corporate Brand Strategy and IP Law. There are four steps to obt aining a logo usage license and access
The artwork or the IBM logo is provided by IBM Branding
to an IBM logo:
and should never be altered, paired with another logo, modifed or animated. Use o the logo must always include the
1
Initiate the IBM logo usage approval process by sending
appropriate trademark attribution. It should always be sepa-
a request via e-mail to IBM Corporate Brand Strategy at
rated rom copy and graphics by, at a minimum, a distance
[email protected]. Include an overview o the intended
equal to its height. To learn more about the specifc criteria
co-marketing activity wi th the IBM Business Partner. Specifc
that IBM Business Partners need to meet to gain approval to
branding assessment questions will be provided to you in a
use IBM logos in marketing materials, visit http://w3-03.ibm.
reply e-mail.
com/marketing/branding/extend/comarketing.html. To submit a request to use an IBM logo, contact IBM Corporate Brand
2
Respond to the received branding assessment questions and provide a business case or using the specifed IBM logo or
Strategy at
[email protected].
the marketing activity wit h the Business Partner. Occasionally IBM permits third parties, including IBM Business Partners, to license the IBM eight-bar logo to indicate IBM’s
3
I your request is approved, obtain a trademark license agree-
sponsorship or participation in specifc events. Such licenses
ment or legal let ter o permission rom your business unit’s
are o very short-term duration and require prior approval o
local IP Law at torney. Have this agreement or let ter signed, on
IBM Corporate Brand Strategy. In such situations, there is a
behal o IBM, by an executive in your reporting line or by the
streamlined our-step process to obtain a short-term logo usage
authorized IP Counsel in your business unit. It then must be
license and access to the IBM logo artwork. (See sidebar.)
signed by the Business Partner that will use the IBM logo.
4
Ater you have obt ained a signed copy, submit the document back to your local IP L aw attorney, who will advise IBM Corporate Brand Strategy to release the appropriate logo artwork or use in the event.
IBM Business Partners must submit specifc instances o IBM logo usage or review and guidance rom IBM Marketing. I you have questions, consult your local IP Law at torney and reer to the IBM Design, Emblem and Naming Guidelines available at http://w-0.ibm.com/sales/partners/deng/index.html.
For IBM internal use only
Figure 3. Examples of correct usage of IBM visual identity marks in co-marketing material 1
Collateral
2
Business Partner presentation
3
Event
1
2
3
For more inormation and to view samples o approved applications o IBM branding in co -marketing materials with IBM Business Partners, visit http://www-1.ibm.com/partnerworld/ pwhome.ns/news/emblem_vid_introduction.html.
For IBM internal use only
Using IBM names and trademarks
IBM trademark usage requirements
IBM trademarks include the IBM eight-bar logo, IBM emblems
The ollowing list provides an overview o requirements or use
and marks, and other designs owned by IBM, as well as many
o IBM product names and trademarks in co-marketing materi-
IBM oering names. IBM reserves all rights o ownership o its
als developed by IBM Business Partners in the United States:
trademarks, and invests in developing and protecting them. When creating co-marketing materials, IBM Business Partners
• Attribution statement. Each IBM product name must be
should apply air use guidelines to IBM names and trademarks,
identifed in a ootnote or attribution that is located either
which allow third parties to make text reerences to IBM names
on the page where the IBM product name is used, or in
and trademarks in co- marketing materials. The usage context
the legal section o the communication or site in which it is
must be truthul, and neither disparaging to IBM nor mislead-
reerenced. Typically, the IBM Business Par tner trademark
ing to readers. Because laws concerning use o trademarks
attribution statement should be listed frst, ollowed by
and product names vary by country, IBM encourages IBM teams
the appropriate IBM trademark attribution statement. For
to always consult a local IBM trademark general counsel or
example: “IBM, the IBM logo, Tivoli and WebSphere are
trademark proessional or guidance.
trademarks o International Business Machines Corporation in the United States, other countries or both.” • Trademark symbol. The frst reerence in text to an IBM
Applying IBM fair use guidelines According to IBM air use guidelines, IBM Business Partners
product name or trademark should be preceded by “IBM”
must be clear and accurate as to the nature o their relation-
and ollowed by the proper trademark symbol—“ ®” or
ships with IBM, its products and services. Product names,
registered product names and “™” or product names that
packaging and labeling should place emphasis on the Par tner
are the subject o pending trademark applications or used
product name to ensure that viewers understand that the
in accordance with common law trademark principles. For
product is an application o, was developed with, is compat-
example, “The IBM WebSphere® sotware amily includes
ible with or is running on an IBM product. The ollowing are
more than 150 products.” • Form. An IBM product name or trademark must be used
two common types o air use:
in the exact orm and representation provided by IBM. It • Third parties can use IBM product names without permission or license when reerring specifcally to IBM products. ®
– Example. “The solution is built on IBM Tivoli Identity Manager technology and IBM DB2 ® Universal Database™
should be used in singular orm as an adjective qualiying a noun. Capitalization or punctuation should not be changed. For example: “The solution included 20 IBM System p5 ™ servers.”
inormation management sotware.” • Third parties can use IBM product names without permission or license when indicating that an IBM product is
To view an up-to-date list o IB M trademarks and pending trademarks, visit http://www.ibm.com/legal/copytrade.shtml.
compatible with another product. – Examples. “XYZ is compatible with IBM WebSphere® sotware products” or “XYZ or IBM Lotus® Notes® sotware”
Inserting call-to-action information Co-marketing materials with IBM Business Partners should
For more inormation about correct usage o IBM names and
include the Business Partner call-to-action and contact inor-
trademarks in co-marketing material, reer to the Fair use
mation, regardless o whether the materials were prepared by
guidelines for use and reference of IBM trademarks available
IBM or the Partner.
at http://www.ibm.com/legal/copytrade.shtml#airuse.
For IBM internal use only
Checklist of guidelines for co-marketing with IBM Business Partners
Using IBM Corporate initiative terminology and visual elements Guidelines must be ollowed whenever using terminology or
For co-marketing initiatives with IBM, IBM Business Partners should: Use only IBM logos, emblems and marks or which they have signed usage agreements with IBM. Use the approved IBM trademark, logo or br and mark as is; they should not alter trademarks, develop new versions or create composite o ering names or logos that include IBM trademarks. Use the capitalized acronym “IBM” in text, when reerring to IBM.
visual elements aligned with IBM Corporate initiatives—such as innovation that matters terms and On Demand Business marks—in product naming and in discussion, communications, copy or scripts. These standards apply to all IBM employees, contractors, agencies and Business Partners or both internal and external uses. The On Demand Business mark and innovation that matters visual identity are not licensed by IBM to IBM Business Partners or their own use. For more inormation about correct usage o On Demand Business terminology in co-marketing material, download the
Include all IBM trademark attributions.
On Demand Business naming and terminology guidelines rom http://w3-03.ibm.com/marketing/branding/ extend/naming.
Include the letters “IBM” beore any IBM trademark and product or
html#ebiznaming.
proper name on frst use. For more inormation about correct usage o innovation that Use the ull, approved IBM product name, not an acronym
matters terminology and visual identity guidelines, download
or abbreviation.
the Innovation that matters: Visual and language guidelines rom http://w3-03.ibm.com/marketing/branding/standards.
Use the IBM trademark name or an oering in the singular orm as an
html#innov.
adjective qualiying a noun.
Co-branding Use the Business Partner branding and t ag lines, not IBM tag lines.
Co-branding requires equal investment rom both IBM and a third-party company—and equally shared risk. It is only
Use only IBM images that are wholly owned by IBM.
appropriate or long-term strategic relationships in which both IBM and a third-party company have agreed to jointly develop,
Use the Business Partner call-to-action and contact inormation.
market, sell and support a product or solution. Also, both parties are responsible or all activities related to co-branding.
10
For IBM internal use only
Co-branding requirements
To read more about leveraging the IBM brand, visit
IBM rarely co-brands, and the associated approval process
http://w3-03.ibm.com/marketing/branding/extend/extend.html.
is rigorous. Any co-branding engagements need to be approved by IBM Corporate Branding — and typically require
To fnd out more about the co-marketing and co- branding pro-
a comprehensive business case and high-level executive
cess, access the education module at http://w3-03.ibm.com/
sponsorship within IBM. Requirements or co- branding with
marketing/branding/edumod/index.html .
IBM include:
See back page for a comprehensive list of resources.
• Legally binding contract • Licensing agreement • Clearly expressed relationship • Detailed business strategy • Go-to-market integrated marketing communications (IMC) plan • Coordination with Business Partner through joint managers • Equal support or inquiries and action • Brand marketing approval o implementation and media plans • Execution by IMC team. For more details on the process and requirements or co-branding with IBM, visit http://w3-03.ibm.com/marketing/ branding/extend/comarketing.html#cobranding.
For IBM internal use only
11
Resources IBM Managing the brand Web site: http://w3-03.ibm.com/ marketing/branding Co-marketing and co-branding process education module: http://w3-03.ibm.com/marketing/branding/edumod/index.html External Business Partner emblem usage guidelines: http:// www-1.ibm.com/partnerworld/pwhome.ns/weblook/emblem_ welcome.html Internal Business Partner emblem reference guide: http:// w3-03.ibm.com/sales/partners/deng/index.html Collaborative Web branding guidelines: http://w3-03.ibm.com/ standards/internet/OneX/collaborate/index.shtml Co-marketing guide on managing the IBM brand: http:// w3-03.ibm.com/marketing/branding/extend/comarketing.html IBM PartnerWorld visual identity mark guide: http://www-1.ibm.
© Copyright IBM Corporation 2006 IBM 3039 Cornwallis Road Research Triangle Park, NC 27709 U.S.A. Produced in the United States o America 07-06 All Rights Reserved IBM, the IBM logo, DB2, DB2 Universal Database, Express Portolio, Lotus, Lotus Notes, Notes, PartnerWorld, pSeries, Rational, ServerProven, System p5, System Storage, Tivoli and WebSphere are trademarks o International Business Machines Corporation in the United States, other countries or both. Other company, product and service names may be trademarks or service marks o others. Reerences in this publication to IBM products and services do not imply that IBM intends to make them available in all countries in which IBM operates.
com/partnerworld/pwhome.ns/news/emblem_vid_ introduction.html IBM trademarks Web site: http://www.ibm.com/legal/ copytrade.shtml Fair use guidelines for use and reference of IBM trademarks: http://www.ibm.com/legal/copytrade.shtml#airuse IBM Worldwide Image Library: http://www-306.ibm.com/ common/ssi/imagelibrary/tilesForward.wss?defnition= public.home On Demand Business naming and terminology guidelines: http://w3-03.ibm.com/marketing/branding/extend/naming. html#ebiznaming Innovation that matters: Visual and language guidelines: http://w3-03.ibm.com/marketing/branding/standards. html#innov
For IBM internal use only
GI11-6155-01
