Celestica
2008 REBRAND 100 Winners > notable
Industry: Technology/Computer Hardware - Software - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Celestica provides electronics manufacturing services (EMS) to original equipment manufacturers, including Microsoft and Cisco. After years of poor financial results and restructuring, Celestica needed to differentiate itself in a competitive industry and re-engage its 45,000 employees in Asia, Europe and the Americas. Challenge - The comprehensive brand development process began with customer, employee and communications audits to determine purchase drivers, credible positioning statements and proof points. Our “People Delivering Informed Flexibility” brand strategy emerged from findings that Celestica needed to evolve from vendor to strategic partner. We selected the behavioral attributes "agile", "adaptive" and "savvy", and developed the external tagline “Solid partners. Flexible solutions.” Strategy - Internal and external launch plans, an employee engagement plan and a global communications strategy followed. To foster on-brand behaviors and attitudes and address internal barriers, we developed training workshops for leadership, brand ambassadors and communications. We created specialized toolkits for all functional groups, aligned the brand with corporate values HR policies and procedures, and recommended training, reward and recognition programs. Result - The new brand was launched to employees in March 2007 through a global roadshow, in tandem with a focused customer campaign. Revenue was up 5% in Q2 2007 over Q1, and customer satisfaction levels are up. Credits: Client: Celestica - www.celestica.com Brand Strategist/Designer: Interbrand - www.interbrand.com Creative Director: Chris Campbell Designer: Chris Armstrong Program Manager: Julie Neasmith Production Manager: Patricia Gonsalves Writer: Carolyn Ray, Erin O'Keefe Photography: Bernard Bohn Printer: Grafikom [back] |
