The Bonnie Kate Syndrome
I used to know a woman named Bonnie Kate Bowman. Bonnie decided to change her name to Kate, and that was fine for the new people she met. But to me, she will always be Bonnie. More than 2,000 Sage partners attending the Sage Summit in National Harbor, MD, learned this week that their products are going to be rebranded so that they all carry the name "Sage," and many of those partners seemed to fear their customers who already use existing Sage products would experience the Bonnie Kate syndrome.
Furthermore, some partners I spoke with were not thrilled with the prospect of having to foot the bill for the related marketing costs associated with the rebrand. Sage North America CEO, Pascal Houillon, spoke to the assembed group and described the success of the model that Sage uses in other countries, where the Sage name applies to all products in the Sage family. While Sage is a household word in Europe, Peachtree, ACT!, Timberline, MAS, and others are the norm on this side of the pond. The rollout of the new brand is slated to begin in 2012. Time will tell if this will be a Kate success or a Bonnie debacle.
Gail Perry, editor-in-chief
Prior to this role, Caleb served as the editor of Going Concern since its founding in 2009. During his time as editor, Going Concern quickly became one of the most popular and talked about websites in the accounting profession. He has been named one of Accounting Today's Top 100 Most Influential People every year since 2011 and has been published on numerous websites, including Above the Law, Deadspin, Denver Business Journal, and the Huffington Post.
Caleb is an adjunct professor of journalism the Community College of Denver in Denver, Colorado, where he teaches Internet Media.
Prior to falling bass ackwards into the media business, Caleb spent over five years working in public accounting, with more than three of those years at KPMG. Caleb received a Master of Science in Accounting from Colorado State University and a Bachelor of Science in Business Administration from the University of Nebraska at Kearney.
Caleb spends a lot of time on a bicycle and reading, but never at the same time.