Integrated Rollout Retools B2B Brand
GENBAND, a leader in transforming “old iron” network infrastructure, was evolving as the company started integrating new mobile technologies with traditional telecom hardware. The company called on Ignite to help the brand evolve with its business.
A Company on a Mission
Evolving the brand meant changing how the company viewed itself and the services it provides. Ignite saw an opportunity to carve out space, elevate the brand story, and position GENBAND as a tech company with a mission of delivering a seamless user experience, instead of just being another component manufacturer in the global pool.
A Brighter Brand
Literal pictures of server racks were failing to illustrate the promises of unified communications and a seamless user experience. Ignite deprioritized product shots and featured a more relatable, human aesthetic to aid overall branding efforts. With carefully curated imagery, Ignite was able to convey at a glance that GENBAND now focused on the user rather than just the 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” during in-person sales opportunities and presentations. A click-through rate of twice the industry average quickly validated the differentiation approach and led to over two million impressions in what is arguably a niche industry.
