Air Adobe Soars

Newsweek spoke to Adobe Systems CEO Bruce Chizen, 52, about his company’s brand presence:

Q. Not many people have a strong brand sense of Adobe. Does this bother you?
A. What’s wonderful for Adobe is, we are pretty much everywhere you look. Your magazine was probably produced with Photoshop and Illustrator and Adobe fonts. Just about every movie probably uses Adobe After Effects for the effects or the story credits. Just about every Web site uses Flash. Every tax form you download off the IRS is done in PDF. So it’s OK if the average consumer does not know who Adobe is. We’re almost like air.

Adobe pulls in more than $3 billion a year from applications like Photoshop, Illustrator and Creative Suite 3.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.