With its traditional business facing rapid commoditization, Vodafone wanted to become a leading player in the converging market for business communications and IT services. This called for a comprehensive B2B branding initiative and an overhaul of how it marketed to business customers, from large corporations to single-owner enterprises.
B2B technology and services companies are complicated. We have way too much to say and we end up confusing ourselves and everyone with whom we’re trying to communicate. The solution? A simple brand story that guides and anchors all the other content.
HCL’s recent branding campaign, “The Relationship Beyond the Contract,” provides a great case study in how companies can develop and execute a B2B brand message that goes far beyond a high-level tag line and rallying cry. The Awards Program judges were especially impressed with HCL’s use of LinkedIn as both a platform and a source of sponsorship, as well as the extensive use of employees as a channel to ensure message consistency.