Nokia Siemens Networks
Interactive
Birth of an industry leader
The merger of the communications infrastructure businesses of Nokia and Siemens created a new global leader in a highly consolidated industry. Lippincott has worked with the company since before the merger, helping to position the new brand, and continuing to support its messaging as the business has evolved.
Challenges
Establish a unifying personality for the new business that built on, but was independent from, the strong brands of Nokia and Siemens.
Communicate a distinctive position in a dynamic market where other key players were consolidating at the same time.
Quickly and convincingly assert the new company’s vision and leadership, supporting its telco customers in a time of great technological disruption and margin pressures.
Actions
Working with the Nokia and Siemens teams and other communications agencies, developed the brand platform for the new business, through an external assessment of industry trends and opportunities as well as an internal understanding of strategy and DNA.
Brought together the distinct parent-brand strengths in a new unified personality: Pioneering, Passionate and Pragmatic.
Supported the functional priorities of bringing two businesses together, such as product naming architecture, policies and trademarks and post-launch planning.
Developed the content and framework of a corporate messaging system in line with the business’s evolving strategy, to reflect consistent corporate themes in the diverse business-level communications.
Created internal communications to involve the tens of thousands of Nokia Siemens Networks people who talk to customers, in conveying the corporate messaging through what they each do.