PartnerWorld

Guidelines for co-marketing with IBM Business Partners.

For IBM internal use only

This guide is designed for IBM teams that are responsible for relationships with IBM Business Partners, including account executives who work with the network of IBM consultants, systems integrators, solution providers, resellers, distributors and independent software vendors (ISVs). It provides clear guidelines for correct usage of 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 The IBM brand represents a set of distinct attributes that differentiates IBM from competitors in the minds of our clients and prospects. Our companys most valuable asset, the IBM brand is one of the most powerful, recognizable brands in the world today. Thats why every person responsible for cultivating our Business Partner relationships needs to be equipped with knowledge, resources and tools to manage the IBM brand with care. And ensure that every communication internal and external works to strengthen it. Co-marketing and co-branding are distinctly different processes, and each represents a unique type of third-party relationship. While co-marketing encompasses a wide range of joint IBM and IBM Business Partner marketing activities, co-branding is strictly reserved for long-term strategic relationships in which both IBM and a third-party company have agreed to jointly develop, market, sell and support a specific product or solution. IBM prepares materials for the Business Partner and uses the Partner branding. The Partner is understood to be the source of the material. The Business Partner is provided with IBM marketing communications as is. The Partner inserts its own unique call to action and contact information prior to delivering materials to clients. The Business Partner prepares the materials using its own branding and voice, and then submits materials to IBM for review and approval. Co-marketing by IBM Business Partners Co-marketing is any collaborative marketing initiative between IBM and another company. It can include a wide range of activities, such as event participation, presentations, proposals, direct marketing, and print- and Web-based collateral. Co-marketing with IBM Business Partners typically takes one of the following forms: By ensuring that Business Partners produce co-marketing material that follows IBM best practices for using the IBM brand, we can continue to expand, maintain and strengthen our brand equity in the global marketplace. For more information about the IBM brand, visit http://w3-03.ibm. com/marketing/branding.

For IBM internal use only

Co-marketing requirements When IBM Business Partners produce co-marketing material with IBM, they should use their companys 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 from the Partner and not from IBM. General requirements for co-marketing with an IBM Business Partner include: The Business Partner is clearly identified as the source. IBM trademarks, if used, are placed within a context that explains the scope and nature of 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#fairuse. The Business Partner may use only visual identity marks for which it has qualified and has signed usage license agreements with IBM. To learn more about the specific criteria for 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 for the IBM brand. Business Partners seek endorsement from IBM to instill client confidence. Satisfying these two needs requires careful attention to equity and association. The IBM Business Partner emblems and other visual identity marks support IBMs strategy to build market equity in the areas of 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 IBM visual identity marks and emblems may be used by an IBM Business Partner that has signed a license agreement with IBM. IBM has a number of different logo, emblem and mark trademarks, with unique usage requirements, for the IBM brand and for different products and platforms. IBM visual identity emblems and marks can be used to indicate a Business Partner relationship with IBM; emphasize a Partner qualification or certification in a technical or marketing area; identify a Partner offering that integrates with IBM hardware, software or technology; or identify facilities, such as education and innovation centers, operated by Partners that focus on IBM solutions. IBM visual identity marks and emblems may be used by an IBM Business Partner that has met the qualifying usage criteria and has signed a license agreement with IBM for the specific mark(s) or emblem. When used by licensed Partners, IBM visual identity emblems and marks should always be used in accordance with all requirements detailed in the signed emblem or mark usage agreement with IBM. 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 following Web site for guidance and to request authorization to use IBM emblems and marks: http://www-1.ibm.com/partnerworld/pwhome. nsf/news/emblem_vid_introduction.html.

Using multiple IBM visual identity marks When using multiple IBM visual identity marks in co-marketing material, the IBM Business Partner should position and size each mark according to the overall intent of the piece. IBM encourages IBM Business Partners to avoid overloading co-marketing pieces with multiple visual identity marks. However, in cases where multiple visual identity marks are used, the Partner should consider the intent of the piece and emphasize the appropriate mark accordingly. For example, if the focus of the piece is on the Premier Business Partner relationship and IBM System Storage capabilities, the IBM Premier Business Partner emblem should be the primary focus, and the IBM System Storage Proven mark should be inserted in a secondary position and should accompany the text about the IBM System Storage offering. For more information about how IBM Business Partners should position multiple IBM marks in co-marketing materials, visit http://www-1.ibm.com/partnerworld/pwhome.nsf/news/ emblem_vid_combo.html.

For IBM internal use only

Figure 1. Guidelines for using IBM emblems and marks in co-marketing material
IBM mark Identifies A Business Partner relationship with IBM
Premier Business Partner

Qualifying usage criteria Premier IBM Business Partners only

Positioning guidance Smaller than the Business Partner logo AND as part of the sign-off 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 Only by an IBM Business Partner that operates an accredited Innovation Center

Smaller than the Business Partner logo AND as part of the sign-off or signature

An IBM Business Partner Innovation Center

Smaller than the Business Partner logo

An IBM Business Partner company that is highly qualified to provide On Demand Business solutions

By an IBM Business Partner that has met the requirements of the PartnerWorld program AND has met additional requirements outlined by IBM, invests in certifying On Demand Business professionals and demonstrates leadership in deploying On Demand Business solutions By an IBM Business Partner that has met the requirements of the PartnerWorld program AND has one or more employees with current technical certifications in the IBM hardware systems identified By an IBM Business Partner that has met the requirements of the PartnerWorld program AND employs one or more current technical certifications in the identified IBM software

Smaller than the Business Partner logo, in content areas where On Demand Business solutions are referenced OR as part of the signature

IBM hardware systems

IBM Systems
IBM software

Smaller than the Business Partner logo AND in content areas where IBM hardware systems are referenced

Smaller than the Business Partner logo AND in content areas where the IBM software is referenced

A product that has met IBM specifications for compatibility and integration with specified IBM software, hardware or technology; multiple IBM validation marks are available, each representing different IBM hardware and software solutions Applications that have been enabled for IBM hardware systems

By an IBM Business Partner that has met the requirements of the PartnerWorld program AND has pretested its offering against specific criteria from IBM to ensure compatibility and integration with certain IBM offerings By an IBM Business Partner with a product that has been pretested against specific criteria from IBM AND verified through a customer experience to be installed and running in a real-world customer location By individuals (including those within IBM Business Partner companies) who have been certified for development of the specified skill

Smaller than the Business Partner logo AND in content areas where offering compatibility is specifically referenced

System Storage Proven

Smaller than the Business Partner logo AND in content areas where product compatibility and reliability are specifically referenced

Certification that an individual can perform a job, duty or task

May be displayed on business cards, resumes, personal stationery and individual Web pages

Built on

express advantage

offerings

An IBM Business Partner solution that includes IBM Express Advantage offerings, and has been successfully implemented in a midsize client environment

By an IBM Business Partner that submits a client experience showing a solution or services offering that has been implemented in a midmarket client environment and contains at least one offering from the IBM Express Advantage portfolio

Packaging, collateral materials and Web sites, usually in the text copy area

For IBM internal use only

Figure 2. Approved applications of IBM visual identity marks and emblems

Approved applications Advertising Banners Collateral Direct marketing Events E-mail signature Internet Presentations Proposals Product packaging Resumes/biographies Telephone directories Business Partner emblems On Demand Business accredited mark Business Partner Innovation Center accreditation mark Hardware and software brand marks Technical validation and proven marks Individual certification marks IBM Express Advantage offering mark

Using IBM images Only images that are wholly owned by IBM may be shared with IBM Business Partners. Images used by IBM in marketing collateral fall into three primary categories: IBM owned. IBM paid to have a photograph, illustration or graphic created and has paid to own all copyrights by contract. Therefore, IBM may share this image with a Partner as part of a co-marketing template. Royalty-free. IBM purchased the right to use an image for 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 for limited use. The license will dictate use specific to geographic location, duration, types of materials and purpose. The license belongs to IBM only, and IBM cannot share the image with another company.

Product-oriented images from IBM are available through the IBM Worldwide Image Library at http://www-306.ibm.com/ common/ssi/imagelibrary/tilesForward.wss?definition= public.home.

For IBM internal use only

Using the IBM eight-bar logo IBM rarely issues licenses to IBM Business Partners for use of IBM logos in co-marketing materials. When used by an IBM Business Partner, the IBM logo should always be used in accordance with requirements detailed in the signed IBM license agreement provided by IBM Intellectual Property (IP) Law. The artwork for the IBM logo is provided by IBM Branding and should never be altered, paired with another logo, modified or animated. Use of the logo must always include the appropriate trademark attribution. It should always be separated from copy and graphics by, at a minimum, a distance equal to its height. To learn more about the specific criteria that IBM Business Partners need to meet to gain approval to use IBM logos in marketing materials, visit http://w3-03.ibm. com/marketing/branding/extend/comarketing.html. To submit a request to use an IBM logo, contact IBM Corporate Brand Strategy at branding@us.ibm.com. Occasionally IBM permits third parties, including IBM Business Partners, to license the IBM eight-bar logo to indicate IBMs sponsorship or participation in specific events. Such licenses are of very short-term duration and require prior approval of IBM Corporate Brand Strategy. In such situations, there is a streamlined four-step process to obtain a short-term logo usage license and access to the IBM logo artwork. (See sidebar.)
3 2 1

Attaining a logo usage license from IBM For short-term (less than one year) co-marketing activities, such as third-party event participation and sponsorship opportunities, use of the IBM logo must be evaluated and licensed by IBM Corporate Brand Strategy and IP Law. There are four steps to obtaining a logo usage license and access to an IBM logo: Initiate the IBM logo usage approval process by sending a request via e-mail to IBM Corporate Brand Strategy at branding@us.ibm.com. Include an overview of the intended co-marketing activity with the IBM Business Partner. Specific branding assessment questions will be provided to you in a reply e-mail. Respond to the received branding assessment questions and provide a business case for using the specified IBM logo for the marketing activity with the Business Partner. If your request is approved, obtain a trademark license agreement or legal letter of permission from your business units local IP Law attorney. Have this agreement or letter signed, on behalf of IBM, by an executive in your reporting line or by the authorized IP Counsel in your business unit. It then must be signed by the Business Partner that will use the IBM logo.
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After you have obtained a signed copy, submit the document back to your local IP Law attorney, who will advise IBM Corporate Brand Strategy to release the appropriate logo artwork for use in the event.

IBM Business Partners must submit specific instances of IBM logo usage for review and guidance from IBM Marketing. If you have questions, consult your local IP Law attorney and refer 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 2 3

Collateral Business Partner presentation Event

For more information and to view samples of approved applications of IBM branding in co-marketing materials with IBM Business Partners, visit http://www-1.ibm.com/partnerworld/ pwhome.nsf/news/emblem_vid_introduction.html.

For IBM internal use only

Using IBM names and trademarks IBM trademarks include the IBM eight-bar logo, IBM emblems and marks, and other designs owned by IBM, as well as many IBM offering names. IBM reserves all rights of ownership of its trademarks, and invests in developing and protecting them. When creating co-marketing materials, IBM Business Partners should apply fair use guidelines to IBM names and trademarks, which allow third parties to make text references to IBM names and trademarks in co-marketing materials. The usage context must be truthful, and neither disparaging to IBM nor misleading to readers. Because laws concerning use of trademarks and product names vary by country, IBM encourages IBM teams to always consult a local IBM trademark general counsel or trademark professional for guidance. Applying IBM fair use guidelines According to IBM fair use guidelines, IBM Business Partners must be clear and accurate as to the nature of their relationships with IBM, its products and services. Product names, packaging and labeling should place emphasis on the Partner product name to ensure that viewers understand that the product is an application of, was developed with, is compatible with or is running on an IBM product. The following are two common types of fair use: Third parties can use IBM product names without permission or license when referring specifically to IBM products. Example. The solution is built on IBM Tivoli Identity Manager technology and IBM DB2 Universal Database information management software. Third parties can use IBM product names without permission or license when indicating that an IBM product is compatible with another product. Examples. XYZ is compatible with IBM WebSphere software products or XYZ for IBM Lotus Notes software For more information about correct usage of IBM names and trademarks in co-marketing material, refer to the Fair use guidelines for use and reference of IBM trademarks available at http://www.ibm.com/legal/copytrade.shtml#fairuse.

IBM trademark usage requirements The following list provides an overview of requirements for use of IBM product names and trademarks in co-marketing materials developed by IBM Business Partners in the United States: Attribution statement. Each IBM product name must be identified in a footnote or attribution that is located either on the page where the IBM product name is used, or in the legal section of the communication or site in which it is referenced. Typically, the IBM Business Partner trademark attribution statement should be listed first, followed by the appropriate IBM trademark attribution statement. For example: IBM, the IBM logo, Tivoli and WebSphere are trademarks of International Business Machines Corporation in the United States, other countries or both. Trademark symbol. The first reference in text to an IBM product name or trademark should be preceded by IBM and followed by the proper trademark symbol for registered product names and for product names that are the subject of pending trademark applications or used in accordance with common law trademark principles. For example, The IBM WebSphere software family includes more than 150 products. Form. An IBM product name or trademark must be used in the exact form and representation provided by IBM. It should be used in singular form as an adjective qualifying a noun. Capitalization or punctuation should not be changed. For example: The solution included 20 IBM System p5 servers. To view an up-to-date list of IBM trademarks and pending trademarks, visit http://www.ibm.com/legal/copytrade.shtml. Inserting call-to-action information Co-marketing materials with IBM Business Partners should include the Business Partner call-to-action and contact information, regardless of whether the materials were prepared by IBM or the Partner.

For IBM internal use only

Checklist of guidelines for co-marketing with IBM Business Partners For co-marketing initiatives with IBM, IBM Business Partners should: Use only IBM logos, emblems and marks for which they have signed usage agreements with IBM. Use the approved IBM trademark, logo or brand mark as is; they should not alter trademarks, develop new versions or create composite offering names or logos that include IBM trademarks. Use the capitalized acronym IBM in text, when referring to IBM. Include all IBM trademark attributions. Include the letters IBM before any IBM trademark and product or proper name on first use. Use the full, approved IBM product name, not an acronym or abbreviation. Use the IBM trademark name for an offering in the singular form as an adjective qualifying a noun.

Using IBM Corporate initiative terminology and visual elements Guidelines must be followed whenever using terminology or 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 for 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 for their own use. For more information about correct usage of On Demand Business terminology in co-marketing material, download the On Demand Business naming and terminology guidelines from http://w3-03.ibm.com/marketing/branding/ extend/naming. html#ebiznaming. For more information about correct usage of innovation that matters terminology and visual identity guidelines, download the Innovation that matters: Visual and language guidelines from http://w3-03.ibm.com/marketing/branding/standards. html#innov. Co-branding

Use the Business Partner branding and tag lines, not IBM tag lines. Use only IBM images that are wholly owned by IBM. Use the Business Partner call-to-action and contact information.

Co-branding requires equal investment from both IBM and a third-party company and equally shared risk. It is only appropriate for long-term strategic relationships in which both IBM and a third-party company have agreed to jointly develop, market, sell and support a product or solution. Also, both parties are responsible for all activities related to co-branding.

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For IBM internal use only

Co-branding requirements IBM rarely co-brands, and the associated approval process is rigorous. Any co-branding engagements need to be approved by IBM Corporate Branding and typically require a comprehensive business case and high-level executive sponsorship within IBM. Requirements for co-branding with IBM include: 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 for inquiries and action Brand marketing approval of implementation and media plans Execution by IMC team. For more details on the process and requirements for co-branding with IBM, visit http://w3-03.ibm.com/marketing/ branding/extend/comarketing.html#cobranding.

To read more about leveraging the IBM brand, visit http://w3-03.ibm.com/marketing/branding/extend/extend.html. To find out more about the co-marketing and co-branding process, access the education module at http://w3-03.ibm.com/ marketing/branding/edumod/index.html. See back page for a comprehensive list of resources.

For IBM internal use only

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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.nsf/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. com/partnerworld/pwhome.nsf/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#fairuse IBM Worldwide Image Library: http://www-306.ibm.com/ common/ssi/imagelibrary/tilesForward.wss?definition= 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

Copyright IBM Corporation 2006 IBM 3039 Cornwallis Road Research Triangle Park, NC 27709 U.S.A. Produced in the United States of America 07-06 All Rights Reserved IBM, the IBM logo, DB2, DB2 Universal Database, Express Portfolio, Lotus, Lotus Notes, Notes, PartnerWorld, pSeries, Rational, ServerProven, System p5, System Storage, Tivoli and WebSphere are trademarks of International Business Machines Corporation in the United States, other countries or both. Other company, product and service names may be trademarks or service marks of others. References 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.

For IBM internal use only

GI11-6155-01