Branding a business transformation
NICE Systems shows how an established B2B brand can be evolved to communicate a transformation in its product offering and prospects for growth. Operating in an intensely competitive market, NICE stipulated no change in company logo; therefore, brand evolution was delivered through the brand promise, visual look-and-feel, and simplified product naming.
NICE Systems had developed rapidly, from a product-focused business supplying voice recorders into a software provider of business performance solutions. Yet most customers and investors saw a ‘legacy’ brand which lagged behind the times. The brief was to re-connect the brand with an exciting new reality, for a global audience
To transform customer and investor perceptions required a compelling ‘brand promise’ to communicate quickly and clearly how NICE Systems delivers value. We conducted a strategic review with management, customers and financial PR advisors to reveal the core of a new brand idea. NICE software enables organisations to make sense of the unstructured information they receive from interactions and transactions across multiple channels — and by extracting valuable insights, NICE provides actionable data for management to optimise business performance. A distinctive brand tagline ‘Insight from Interactions’ was developed to highlight this capability, with a look-and-feel designed by Karakter inspired by ‘camouflage’ messages found in nature.
‘Insight from Interactions’ gave NICE a powerful theme for shaping its corporate and marketing communications. As a marketing message, it sharpened customers’ understanding of NICE Systems’ capabilities and opened up major sales opportunities. On NASDAQ, the company’s valuation was transformed by clear differentiation of the NICE share from its competitors.
Project undertaken by Nick Sheaff while at Karakter