| Neustar
2010 REBRAND 100 Winners > notable
Industry: Telecommunications
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - When founded, Neustar (“Neutral Star”) had little need to build brand awareness or loyalty since its telecom customers were required by the industry to use their numbering services. The company was founded to meet the new technical and operational challenges of the communications industry when the U.S. government mandated local number portability in 1996. Today, Neustar is a different company offering a broader portfolio of services, and needs to market itself as such.
Challenge - Organizations need more from communications and information technology, and Neustar provides vision, intelligence, and experience to multiply network power for clients and the end-consumer. Neustar now competes in brand-driven communications verticals, serving telecom carriers; enterprises like Amazon and Zappos; and governments such as Brazil and China.
Strategy - Siegel+Gale created a strong brand that speaks “loud and clear” about Neustar and the value it delivers to its stakeholders. The new brand unifies business lines and reinforces the overall corporate brand. Siegel+Gale's positioning incorporates the concept of a network that learns, reflecting Neustar’s role as innovation, efficiency, reliability, improved-user-experiences enabler. A bold, contemporary logo and visual system expresses the value Neustar delivers, reinforcing its leadership. Further, Siegel+Gale developed a brand architecture and messaging platform that communicates the benefits of smarter networks in an intelligent, clear, inspiring, and accessible manner.
Result - The brand promise and brand identity launched in July 2009. Neustar’s brand makes a bold, unique statement which captures the legacy of the business, integrates new business lines, and possesses the flexibility to accommodate future acquisitions.
Credits:
Client: Neustar - www.neustar.com
Brand Strategists/Designers: Siegel+Gale - www.siegelgale.com
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