February 19, 2002
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Without even trying, Adobe software probably ends up filling more hard drive sectors on this planet than Microsoft security patches. With that in mind, you’d think that they’d want to protect that market penetration with a savvy product pitch and a solid concept for their brand identity. You’d think. It appears that Adobe has just announced a new ad campaign and branding initiative obviously meant to freshen the air surrounding their rather ethereal “Everywhere you look” tagline. So what did their fancy, schmancy hired brainpans come up with to position the Adobe name firmly in the mind of the target market? Tools for the New Work. Pardon? It’s for those tools in New York? Someone’s been fooling around in Newark? What? Doesn’t exactly dance around in your head like a soda pop jingle, does it?
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