Today is a momentous day. It has been a decade since IBM Lotus last had a large marketing campaign. At Lotusphere 1999 R5 was introduced and with it Super.Human.Software became the last, real campaign before Blue became the new Yellow.

Well that has been a long 10 years, but finally the wait is over. Today is the official launch of Lotus Knows, IBM Lotus' new multi year, multi million dollar, multi geography campaign around the Lotus brand. Expect to see media (print, bus, taxi cab, airport to name a few) with the catchy and very nicely designed (and very un-IBM) look.

Expect to see a whole lot of hullabaloo ( <--- wow, that was a real word that spell check found. I guess Lotus really does know!) around this campaign, not just in "old media" but also on Twitter under the #LotusKnows hash. Follow it to keep updated about events as they start to unfold over the next few days in the US, and over the next few weeks in other parts of the world. If you are going to LS10, expect to see a whole lot of it there too.

I for one am happy that all the folks at Lotus have put this together. We can use this to expel the FUD, outright lies, and wrong perceptions about our favorite software brand.

Lotus knows we needed air cover. Thanks guys.