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Case: Brocade 2007
Brocade has quietly become a powerhouse in IT -- in management, networking and storage of enterprise data. (Basically they make switches, routers, data directors and the software that drives it all better.) They've grown organically and by acquisition, most recently of competitor McDATA (which coincided with the rebranding), and they now claim the position "the leading provider of networked storage solutions." The launch included a worldwide webcast to all employees and ceremonial events at all locations, supported by full page ads in major papers. Tony Spaeth Confirmed by Tom Buiocchi, VP Worldwide Marketing, Brocade Communications, 6 Feb. 2007
CREDITS Landor SF CASE INFO Submitted by: Tony Spaeth, 6/02/2007 |
MATRIX DATA
DRIVERS | TOOLS | ||
Structural driver: 20% | |||
Merger & Acquisition New vision, forget the past | 20% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Unit signature system: Monolithic | ||
x | Change event : Medium visibility: Launch event | ||
x | Situation facts: Corporate level facts: Employee behaviour | ||
Strategic driver: 60% | |||
Change direction Redefine industry or core competence | 20% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Unit signature system: Monolithic | ||
x | Change event : Medium visibility: Launch event | ||
x | Situation facts: Corporate level facts: Employee behaviour | ||
Broaden scope/scale/visibility Remove limiting category association | 20% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Change event : Medium visibility: Launch event | ||
Broaden scope/scale/visibility Enhance size perception | 10% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Unit signature system: Monolithic | ||
x | Change event : Medium visibility: Launch event | ||
x | Situation facts: Corporate level facts: Employee behaviour | ||
Change internal culture Enhance pride & confidence | 10% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Palette | ||
x | Identity system elements: Unit signature system: Monolithic | ||
x | Change event : Medium visibility: Launch event | ||
x | Situation facts: Corporate level facts: Employee behaviour | ||
Functional driver: 20% | |||
Design weakness Increase visual strength/quality | 20% | x | Identifier tactics: Logo change: Symbol-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Palette | ||
x | Change event : Medium visibility: Launch event | ||
x | Situation facts: Corporate level facts: Employee behaviour | ||