BEA has unveiled a new brand identity, corporate tagline and marketing campaign, conceptualized by its new branding agency of record Eleven, Inc. and designed to raise the company's profile.

Its new tagline is "Think Liquid" - which Eleven, Inc. believes "reflects BEA's critical importance as a leading independent provider of enterprise infrastructure software that enables the free flow of information, business processes and services within and across businesses."

The three-year, multi-phased marketing campaign behind "Think Liquid" is calls for the IT world to move beyond the business silos and vertically integrated "software stacks" of old, to a new world order based on horizontally integrated "Service Networks" aimed at helping quickly deliver business, IT, personal and professional services to improve enterprise productivity.

"'Think liquid.' encapsulates BEA's vision for creating liquid assets from the frozen, hardwired assets in today's IT environment," said Marge Breya, chief marketing officer, BEA. "BEA is already known as a technology innovator with rock-solid products. Our customers love us, and we want to expand that footprint in a relevant, inspiring way. The new marketing campaign is designed to inspire a world of liquid thinkers that compose, configure and re-use technology assets on the fly to meet business needs."

"We are thrilled to partner with a revolutionary company like BEA," said Jordan Warren, president and chief executive officer, Eleven, Inc. "We believe that for BEA, an integrated marketing approach - incorporating all touch points for their customers and employees including brand identity, event marketing, advertising, direct marketing, Web design and online marketing - will allow them to escalate their business platform to the next level in a very passionate, meaningful way."

The integrated marketing effort will be complemented by an active and visible "Liquid Assets" PR campaign, designed to elevate BEA's market and thought leadership in the hyper-competitive software industry:  http://www.bea.com/thinkliquid.