Revitalizing an Industry Leader
Now Meets Next
Challenge
A communications infrastructure leader, CommScope had recently undergone a significant acquisition, doubling in size and expanding its business across a broader set of fiber and wireless solutions. To better reflect the company’s new approach and offerings, MBLM worked closely with its executive leadership and global offices to create a powerful new brand and new go-to-market presence. These efforts spanned three comprehensive stages: Essence, Story and Experience.
After an extensive assessment and research phase, we developed the Essence of the CommScope brand, which was articulated through a value proposition and a bold new tagline: “Now Meets Next.” To further signal a change, we crafted a modern, sophisticated design system that elevates the brand.
We then elaborated on the new brand’s foundation by creating a strong narrative (Story) that included detailed messaging across portfolios and audiences as well as a global thought leadership study: The Generation Z Study of Tech Intimates, which details behaviors and motivations around technology based on a survey of more than 4,000 respondents aged 13–22.
Activating and enhancing the brand (Experience) was at the core of its transformation. We redesigned CommScope’s key digital channels and created a state-of-the-art, interactive innovation center driven by our proprietary content platform. The innovation center was equipped with video walls and large interactive kiosks to allow prospects and customers to explore CommScope’s products and services in a dynamic and engaging way. Finally, we conducted internal brand training and updated the external website through a new code commons library.
Results
We launched the brand to employees through a series of mobile videos, polls, quizzes and other content to build enthusiasm and excitement. Visitors at events, trade shows and the website are meeting the new CommScope, and an expanded rollout is underway.
In the two-week period following the rebrand, CommScope.com saw a 14 percent increase in page views and a 22 percent increase in home page views thanks to its new vertical format. CommScope’s thought leadership study on Generation Z generated nearly 12,000 views during this same period and went on to reach 50,000 views within the first quarter of its launch.
