MOTOROLA • Brand Positioning and Identity
When the Director of Marketing for Motorola New Enterprises called us in to help brand a breakthrough voice-recognition technology (the first that didn't require the user to "train" it), she said, "We have two agencies. If I give this to either of them it'll take six months and come back as a TV spot." Working closely with division managers and key engineers, we delivered a brand name, logo and initial communications in just 30 days--in time for the critical introduction to other Motorola units.