Situation & Challenge Lincoln and Mercury are the “better” and “best” of parent Ford Motor Company’s main-line offerings, with Ford representing the “good” brand. As Ford fought hard for its Lincoln brand to compete in the luxury segment, both the customer experience, identity, and communications were in need of elevation, and equally important, distinguished from… Continue reading Ford Lincoln Mercury
Situation & Opportunity AT&T’s divestiture of AT&T Technologies in the mid-1990s created a new company whose name and identity were prohibited from including “AT&T” or any reference to the regional Bell operating companies. The new spinoff company included the Bell Labs operating unit, which was known for its innovation prowess. Analysis, Solution & Results Get… Continue reading Lucent Technologies
Situation & Challenge Founded in 1802, DuPont is one of America’s most innovative companies, responsible for countless product innovations including Polyester, Teflon, Kevlar, Stainmaster, and Lycra. While a handful of DuPont’s brands have become household names, the majority of the company’s 30,000 products are chemical ingredients with very little brand awareness. Yet, while the DuPont… Continue reading DuPont
Situation & Challenge Cisco has effectively built the network infrastructure for the Internet with its routing and switching products and has maintained the dominant market position throughout its history. As the company sought growth opportunities, it targeted the Voice-Over-Internet Protocol (VOIP) market and established its Internet Protocol Communications (IPC) group in the mid-1990s. By 2004,… Continue reading Cisco Unified Communications