|
|
 |
|
|
|
|
|
|
New identity, infinite possibilities |
|
|
|
|
|
Background
This Japanese manufacturer and distributor of consumer electronic goods had lagging sales due to low brand awareness and entrenched competition. Fujitsu needed to reposition its brand and capture more international market share. Internet marketing was a key component of Fujitsu’s strategy. The plan was to focus on customer needs with superior support and global service providers and to leverage the company’s technological strengths.
Solution
The Hill team determined that Fujitsu needed a more dynamic identity that positioned the firm as a forward-thinking corporation with products designed to meet today’s and tomorrow’s performance standards. Fujitsu’s competitors’ brands were built around high-tech identities. Hill suggested that Fujitsu adopt a classic piece of typography, which incorporates an infinity symbol as a crowning element.
Fujitsu’s new identity, enhanced by its tag line “infinite possibilities,” has become the foundation for its new revitalized brand. Now, almost ten years later, Fujitsu successfully competes with category giants like IBM, Compaq, Dell and Mitsubishi. The Fujitsu brand stands for the infinite possibilities in advanced technology, quality, creativity and reliability.
|
 |
|
|
|
;){kind=small}
;){kind=small}
