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Posted by Henning Dransfeld on October 17, 2013
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:
The move was bold and well-thought-through, and it got the attention it deserved. It provides an excellent starting point for taking the lead in an open field. But bringing life to the logo and mission will be a long and bumpy road. Building a new brand in a changing enterprise communication sourcing landscape is a tough challenge. At a time when business leaders and end users are playing an increasing role in sourcing, the first question is who to address and how. How can you reach employees without the classic expense of building a consumer brand? Is the sales force geared up to act as consultants to the business side? Is service delivery geared up to support a dynamic, exciting customer experience? These are vital requirements if the brand is to live up to its promise. Unify has a realistic chance if it can switch these lights to (apple-) green, too.
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