GENBAND is the worldwide leader in transforming “old iron” network infrastructure. However, integrating traditional telecom hardware with new mobile technologies provided a chance to shine a new light on the brand.
Ignite saw the opportunity to reposition GENBAND as the tech company with a mission to create a seamless user experience, instead of just another component manufacturer in the global pool.
A BRIGHTER BRAND
Literal pictures of server racks were failing to illustrate the promise of unified communications. Ignite deprioritized the product shots and featured a more relatable, human aesthetic to overall branding efforts. With carefully curated imagery, Ignite was able to convey at a glance that GENBAND was now focused on user experiences rather than hardware.
LIVING THE PROMISE PROUDLY
An advertising campaign targeted industry-specific and consumer stakeholders, while a custom, refreshable sales app let GENBAND innovators “walk the walk” in person. A click-through rate of twice the industry average quickly validated the differentiation approach, and led to over two million impressions in an arguably niche industry.
Ignite can help to humanize your customer’s experience, simplify how it’s delivered, and empower every touch point to make contextual sense. Fill this out to learn how.