Document Actions
C-COR
Creating a Brand-New 50-Year-Old Corporation
In 2004, 50-year-old cable television equipment leader C-COR had completed acquisitions of five companies over a four-year period and needed to integrate all companies into one corporate brand structure, as well as establish new messages for use across all communication disciplines. Using its proprietary Brand Vision process, MS&L led the communications charge, conducting the research, analysis and development of a new corporate brand communications platform for use by all marketing disciplines. The global brand strategy initiative included research of key customers, industry influencers, investor relations, employees and media, along with a complete competitive analysis to develop a new platform that communicated the new C-COR story and capabilities to key media, industry analysts and stakeholders, as well as customers and employees.
Since the relaunch, the new C-COR brand messaging, "meeting the demands of the on demand world," and global brand template led to consistent progress in advertising, public relations, Web site design and online marketing, investor relations, and employee and customer communications. MS&L also helped maximize attention and coverage of the new C-COR brand through aggressive media and industry analyst relations, and put C-COR on the map as a top industry thought leader.