Houillon said in his keynote on Monday, July 11. "If we continue to promote product brands we will never be a strong Sage brand." He said that by 2013, the company will no longer promote product names, only the Sage brand. "I tell you it will not be easy. But it is vital," he said. In recorded interviews, Sage resellers asked a keynote panel about the brand change. Steve Blythe, CEO of Blytheco, one of the largest Sage resellers in the United States noted, "Sage has changed its brand once a year" and asked about the financial impact on resellers, as well as pointing to what he said were some effective new names. "Ultimately, why are doing this is to create a strong brand," said Dennis Frahmann, EVP of corporate marketing. He said that resellers "are paying an enormous cost in selling a week brand." He said resellers first have to sell clients on who Sage is and why they should buy the company's products. The most recent effort was to place the name Sage in front of all product names so that the official monikers are Sage Peachtree, Sage Timberline, Sage Accpac and so on.