Introducing the tech giant to North America.
Huawei Technologies is the world’s largest provider of telecommunications technologies and China’s second largest privately held corporation. With a vision “To enrich life through communication,” Huawei has earned a reputation as one of the most dynamic, fastest growing, innovative global technology companies today. Huawei commissioned BrandingBusiness to help introduce the brand to the North American market. BrandingBusiness worked with the executive team at Huawei to evaluate brand opportunities and assist with developing Huawei’s overall brand strategy, positioning and creative approach.
Like many Asian companies trying to break into North America, the lack of awareness, understanding of the marketplace and the “American Way” of interpreting and connecting with brands presented many challenges. With the exception of the telecommunications marketplace, the Huawei brand was relatively unknown, making for an opportunity to introduce this global leader of innovative technology to North America with a powerful brand position and strategy.
As many technology companies begin to create and manage their brands, the first instinct is to talk about the technology. Industry jargon tends to take precedent over the bigger picture and brand promise. For Huawei, we conducted a North American brand evaluation study using the Brand Performance Platform™, and we developed a brand promise and creative driver that embodies the existence of “What’s Possible” when you dream of the future and deliver on reality. The new brand positioning campaign was introduced through an updated digital experience in the North American market, full page ads in the Wall Street Journal and TV commercials created to introduce the brand during the Olympic Games.
Scope of Work
- North American Brand evaluation/study
- Brand Strategy (3-year Roadmap)
- Brand Positioning
- Creative Platform
- Wall Street Journal ads
- Digital brand integration
- Olympic TV commercials