{"id":29788,"date":"2009-09-18T02:16:17","date_gmt":"2009-09-18T01:16:17","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=29788"},"modified":"2009-09-18T02:16:17","modified_gmt":"2009-09-18T01:16:17","slug":"adobe-losing-brand-focus-or-extending-the-brand-wisely","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/adobe-losing-brand-focus-or-extending-the-brand-wisely\/","title":{"rendered":"Adobe – Losing Brand Focus or Extending the Brand Wisely"},"content":{"rendered":"

\"adobeThis week, Adobe announced it is acquiring Omniture<\/a> for $1.8 billion.\u00a0 Adobe<\/a> is a brand known for making graphic and web design software products.\u00a0 Omniture<\/a> is known for making web analytics tools.\u00a0 Adobe claims the acquisition will allow designers, developers and online marketers to have an integrated workflow from design all the way to tracking results.\u00a0 The Adobe press release even alludes to Adobe software including “optimization capabilities embedded in the creation tools.”<\/p>\n

What do you think?\u00a0 Has Adobe lost brand focus with the Omniture acquisition or is this an intelligent extension of the brand?<\/p>\n

It seems like a big stretch to me.\u00a0 If I were an Adobe stockholder, I’d really need to be sold on this acquisition, and not because financial analysts are suggesting that Adobe spent almost twice as much for Omniture<\/a> as they should have.\u00a0 My questions about this acquisition are related more closely to the fundamental roles and personalities of people who use design software and people who use metrics tools.\u00a0 These are two very different user groups — the left-brained vs. the right-brained, and I think most members of these two groups are very happy where they are and want nothing to do with the “other side”.\u00a0 I can’t think of many designers who would jump up and down enthusiastically at the thought of integrating analytics tools into their workflows.<\/p>\n

Suffice it to say, Adobe has its work cut out for itself in terms of brand positioning in the future if the company does plan to integrate design and analytics into its existing products.\u00a0 To many people, they’re like oil and water.\u00a0 Can Adobe fuse the two mindsets into a coherent package?\u00a0 Can the subjective creative process marry the objective analysis process?\u00a0 It remains to be seen if these two opposites attract.\u00a0 Can Adobe succeed?\u00a0 What do you think?\u00a0 At a time when most brands are working toward contraction and strength from focus, is Adobe making the right choice to extend its brand to include a seemingly disjointed product?<\/p>\n

Can design and analytics live happily ever after together?<\/p>\n

Image: Flickr<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

This week, Adobe announced it is acquiring Omniture for $1.8 billion.\u00a0 Adobe is a brand known for making graphic and web design software products.\u00a0 Omniture is known for making web analytics tools.\u00a0 Adobe claims the acquisition will allow designers, developers and online marketers to have an integrated workflow from design all the way to tracking […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[5915,5914,1201,112,1200,100,110,5916],"class_list":{"0":"post-29788","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-adobe","8":"tag-adobe-omniture","9":"tag-brand-contraction","10":"tag-brand-extension","11":"tag-brand-focus","12":"tag-brand-strategy","13":"tag-corporate-branding","14":"tag-omniture","15":"entry"},"yoast_head":"\nAdobe - 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