Sun Microsystems jumps into a leadership position in marketing practices, if not in technology market share. They are launching a new advertising campaign and I visited their web site to see if I could find a press release. I didn’t find what I was looking for, but I was blown away by the obvious evidence of visionary marketing. Sun has always been known for their support of the brand community, but this is fabulous. The link below is for a sloppy story in Reuters, but you have to visit the Sun web site.

• The top half of the web site promotes an announcement video: "Take part in the participation age: Leaders from Sun and eBay discuss how a business becomes a community through sharing."
• A list of communities is right next to the list of products.
• At the bottom of the interior pages of the site is a poll button, asking what you think of the site, the campaign and Sun’s strategy (questions rotated).
• At My Sun you can register for an account.
• The Sun Subscription Center offers dozens of newsletters.
• I couldn’t find a self-serving press release on the new campaign because there were so many press releases containing real news!

Link: The New York Times > Reuters > Technology >
Sun Micro Revamps Brand as It Stresses Shared Services

“Sharing is what we’ve done for the past two to three years,” said Ingrid Van Den Hoogen, Sun’s vice president of brand experience and community marketing. “Once you share, you create a new growth opportunity.”