Increased share by 15% and attained market dominance among consumer and corporate audiences by reengineering leading internet-data-satellite-media provider, creating positive touch-point experiences starting with naming and brand architecture strategy, capitalizing on innovation of products and exploiting customer confidence.
United Cable Company (a regional provider of Internet, Data, Satellite and Media services) had far outgrown the brand, which besides being stuck with an outdated and irrelevant brand name and image, also lacked a cohesive brand architecture system to integrate its different sub-companies. Research indicated UCC was not exploiting the customer confidence it enjoyed, or making the most of its market presence. The challenge was to create a renewed brand experience that capitalized on the quality and innovation of its product range while unifying brand strengths.
Used a far-reaching rebrand exercise to rename the group (United Networks) and create a unique brand identity system. Conceptualized and implemented a brand architecture strategy to integrate subsidiary companies while reinforcing individual strengths. Developed positive touchpoint expressions that transformed the perception of the company from a provider of quality products into a dynamic brand that made effortless use of technology, drove consumer-friendly connections and enjoyable customer experiences.
Contributed to increasing UN’s market share by 15% and attaining market domination among consumer and corporate audiences.