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 this 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 "you are paying an enormous cost in selling a week brand." He said resellers first have to sell clients on who Sage is why they should be the company's products. With a strong brand, "customers will come to you," he said.
However, in the carefully scripted questions of the moderator, there was no followup to pin down the execs on details or time schedules on any topic.