Technology Licensing Partners

Technology Licensing Partners

News Release

Enabled Logo Promotes Rockwell Automation Brand Recognition

"Enabled by Rockwell Automation Technology" is the message of the new identity logo campaign launched recently. The Enabled program is designed to promote Rockwell Automation as a leading industrial technology supplier while it promotes the new Complete Automation theme.

"The Enabled logo will lend credibility to our technology partner's products," said Tim Daily, business manager, Global Sales. "The companies using our technology want their clients to know it. It indicates a higher quality interface," Daily said. "This effort is a repackaging of a campaign we ran about five years ago that was more Allen-Bradley specific," said Daily. "We're now seeking to leverage the new Rockwell Automation organization and support its efforts to promote Complete Automation."

The Enabled campaign has three key market messages. It indicates that Rockwell Automation is an industrial control leader and that our technologies and components facilitate third-party development of highly integrated solutions. It also shows that Rockwell Automation actively supports open networking standards through technology transfers.

"Enabled is strictly a logo identity effort that gives licensees the right to signify to the marketplace that Rockwell Automation technology is inside their products," said Daily. In effect, this is similar to what Intel does with the 'Intel Inside'™ logo licensing program. Unlike our Encompass Program, which is a promotional partnering program that involves product referencing of complementary products, the Enabled logo will be made available to both complementary and competitive producers. Also, the program is strictly limited to technology licensees who use Rockwell Automation components or unmodified source code.

The new Enabled logo identity is an extension of Rockwell Automation's Technology Transfer & Services business, which licenses proprietary technology to third-party equipment makers. The intent is to increase awareness of Rockwell Automation and its brands though logo usage by third-party manufacturers. The logos, which carry brand-specific references, will be used on third-party equipment and promotional efforts. Enabled logos range from brand-specific, such as "Enabled by Allen-Bradley Technology," to the larger organization, "Enabled by Rockwell Automation Technologies."

The rollout of the Enabled campaign has been gradual, including communication to the sales force and distributors. This will be followed by a launch of the program to our technology licensees.