Rebranding a division of an established company.
LOOKING TO NEW HEIGHTS
Teledyne Controls is the original and leading provider of wireless data connectivity equipment for the global aircraft industry. With the approach of the Paris Air Show, Teledyne Controls sought to capture the attention of the event’s C-level attendees and the industry at large with a compelling value proposition that capitalizes on the important role its products and solutions play.
Through acquisition and internal development, Teledyne had accumulated a wide portfolio of products without a consistent customer-facing message. The products were organized by internal division and did not reflect the larger value proposition. The portfolio was difficult for customers to navigate and difficult for salespeople to talk about in a consistent manner. BrandingBusiness was engaged to develop a brand strategy and to analyze and rework the product brand architecture.
The first company to use wireless technology to allow airlines and aircraft manufacturers to transmit data without using physical transfer, Teledyne Controls has a strong reputation for innovation among its customers. The efficiencies gained over the traditional manual methods of transfer allow Teledyne’s customers to capitalize on the aircraft data gathered, turning it into usable intelligence. This concept, and the product line that is central to the solution offering, became the focus of Teledyne’s brand strategy and product architecture.
The reorganized product brand architecture is centered on its revolutionary solutions, with the focus on Teledyne Controls’ expertise, allowing Teledyne to fully embrace a provocative visual Brand Expression that builds on Teledyne’s reputation for innovation.
ELEVATING A DIVISIONAL BRAND
Armed with a compelling value proposition and powerful visuals, Teledyne Controls launched the new brand at the international Paris Air show in June 2013. A significant sales opportunity was won soon thereafter, which leadership attributes in part to the new brand strategy. The new brand, core statements and exciting visual imagery are helping to energize Teledyne Controls’ hundreds of employees, while attracting the attention of industry publications.