STEINWORK

The What
Reinvent a flagship brand whose core product portfolio had evolved beyond its legacy as a bar code scanner company.

The How
Undertake a global due diligence process – internal research, external research across all target audiences (IS/IT, Line Of Business, CEO/CFO, Channel) across all theatres.  What we uncovered – a new positioning and new brand moniker – Symbol, “The Enterprise Mobility Company.”

The Win
Gave new life to Symbol’s older businesses, provided context for its new businesses, and created a long-term platform for innovation, product development and revenue growth. 

In fact, with this re- branding the company beat its sales and earnings forecasts and created considerable momentum. In 2006, Symbol was purchased for more than $5 billion by Motorola, in an effort by Motorola to be ‘the enterprise mobility company.”