Qualcomm – Develop a Consistent Brand — Worldwide

The Opportunity: To meld all worldwide marketing division efforts under a common, recognizable brand and to package all communications into a single system was the objective. Various sales and marketing offices around the world needed a structured branded, format and consistent messaging to configure their own localized communications programs.

The DGW Solutions: Secondary research and internal management BrandDiscovery workshops provided the substance for defining a comprehensive messaging system. Advertisements with universal images and production standards then set the graphic format, key messages and copy content for worldwide brand identity. In the same style, a dynamic literature system programmed all sales materials into a “library” of briefcase packages that provided field guidance for material dissemination and usage. Consistent product naming conventions were devised and finally, a “Style Guide” was written and designed to set and demonstrate the parameters and standards for all of the Division’s communication efforts.

The Result: A fully branded Wireless Infrastructure Division was sold to competitor Ericcson at a substantial premium to the hard asset value.

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