German-based ADVA had only one choice to maintain viability and independence from global leaders like Cisco in the broadband networking space: grow revenues aggressively by expanding globally. To do so, ADVA hired Princeton Partners to develop a new global brand strategy and go-to-market strategy just as they were expanding their capabilities in North America through an acquisition and rolling out sales offices in Asia. The challenge was compounded by a 100-day timeframe to launch their new brand, new products and new strategy at CeBit, the industry’s major trade show.
Our first step was to host a multiple-round Discovery Session with the company’s executive team and select employees from around the globe. After extensive conversations and interviews, we uncovered the facts and nuances that made ADVA unique in the marketplace. Based on this, we developed the UBI™ ‘Creating Tomorrow’, which reflected the pioneering work of the ADVA and its people. This UBI™ inspired a look, feel and tone for the campaign that was captured in the tagline ‘Advance’, which won unanimous support from the leadership at ADVA.
Once we had the UBI™ and tagline, we developed the physical campaign: a new graphic identity, new iconology for engineers, corporate presentations and more. We took the ‘Advance’ theme and expressed it in more than 20 different platforms including case studies, print ads, sales presentations, annual reports, e-newsletters, online media banners, a tradeshow booth and a completely redesigned corporate website and intranet. The new ADVA was introduced to the marketplace with great excitement at CeBit.
The business results in the first year were dramatic: ADVA’s revenues grew almost 50% and the stock price improved significantly. ADVA attributed about half of the growth to a new acquisition. Significantly, it also recognized that the company experienced a new momentum based on the enthusiastic adoption of the brand strategy throughout the company in Europe, North America and Asia. The brand strategy also aided the successful integration of the acquired company in the sales and marketing strategy.