On October 15, I was invited to the launch of Unify, the new name for Siemens Enterprise Communications. Giving up a heritage stretching back to the age of the telegraph is a courageous move at best. Like some of its peers with a strong history in communications, Siemens Enterprise Communications has been through a tough period recently. Like Nokia Handsets and BlackBerry, the company has had to reposition its business to regain lost ground. But this is where the comparison stops, for this move is a bold departure and is being put into practice differently:
Unify is not an evolution; it's a new beginning. As the CEO Hamid Akhavan announced the new Unify brand, there was a mixture of emotions; it was both a sad departure from the powerful parent and liberation in the face of a new mission — harmonizing the enterprise. Mr. Akhavan presented the brand as young, hip, and customer-focused. A fresh, apple-green Unify logo completes the picture; it is differentiated, concise, and a good base upon which to build a lively brand in the years to come.