The pace of change in business is relentless, and even the global leaders in technology aren’t immune. In fact, just the opposite. Avnet, a Fortune 500 company in the electronic distribution industry, enlisted R&R Partners to help keep it ahead of the marketing curve. Working closely with Avnet’s marketing team, we did a deep dive into the company, its products and market position, which led us to a global rebranding effort.
Avnet has a storied 95-year history and wide reach in more than 100 countries. From supplying parts for radios in the 1930s to supplying technology for NASA, to helping Fitbit go to market with wearable technology, Avnet has been the ultimate B2B middle man.
But as competition increases and margins grow thinner, Avnet needed to redefine and reassert its differentiating capabilities to an ever-changing market. More than a distributor, companies know Avnet as an effective problem-solver that can help bring new products to a global marketplace.
This ability gives Avnet a platform not only for creating a new brand position, but also reestablishes its relevance in a highly volatile market.
Avnet’s true leadership position lies in guiding its clients to success and their products to market. Avnet not only helps its clients move forward, it actually helps them reach further. It’s that notion that underpins Avnet’s new Reach Further campaign.
Through customer testimonials, we created a series of videos about how Avnet collaborates with clients who have amazing technology ideas. The videos tell stories of how Avnet has helped turn clients’ initial ideas into today’s latest tech products.
A digital and print campaign also shows how Avnet transforms ideas on paper into products that meet an important need.
Finally, R&R helped consolidate dozens of Avnet websites into one global site that centralizes and engages customers in a much more efficient way.
Today, this 95-year-old company feels fresher and more relevant than ever. And just a few months into the launch, we are already seeing significant and positive movement in key metrics.