Finding the right balance of brand equity from today and yesterday to stake a new claim for tomorrow.
The reclaimed brand discovered an ownable and differentiated positioning, achieving 200% year over year increase in profit after the divestiture.
Spectralink divested from Polycom and needed to quickly define a brand that could give a nod to its past but find differentiation that is sustainable in a crowded, and evolving market. An exploration of assets, liabilities and cultural dynamics across the brands yielded direction and positioning strategy for a new Spectralink business and expansion of services. Insight-driven research and new positioning informed visual identity, audio identity and a powerful communication roadmap for all channels. The brand rolled out to a global audience, establishing its footprint as a cutting-edge provider of mobility solutions, and rebuilding brand awareness to achieve 200% year over year profit increase.