CRM Watcher

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Saturday, October 08, 2005

Microsoft Business Solutions products will be rebranded under the "Dynamics" name

On September 7th, Microsoft announced that their Microsoft Business Solutions products will be rebranded under the "Dynamics" name. Here is the analysis of how the Dynamics rebranding will impact Microsoft CRM:

Microsoft CRM will be rebranded as "Microsoft Dynamics CRM", but the full Dynamics name only needs to be referenced in the first mention. Subsequent product references can be just "Microsoft CRM". This is actually the same as the current branding where the official name is "Microsoft Business Solutions CRM", but everyone simply refers to the name "Microsoft CRM". So this should be no problem whatsoever, and as a bonus CRM can help leverage some of the Dynamics-related brand equity (from print ads, trade shows, etc.).
The Dynamics branding will appear in CRM 3.0 marketing materials, but the product launch should NOT be delayed by the re-branding.
Long term (2008 or later), the ERP products Axapta, Great Plains, Navision and Solomon will consolidate to one ERP product simply named "Microsoft Dynamics". However, Microsoft CRM will continue to be sold separately from the Dynamics ERP product.