Branding a Division of a Multi-Billion Dollar Company

Achieving acceptance on division-based branding within a large, technology and engineering B2B company can be complex. In this episode of Branding Business, Ryan Rieches, Co-Founder at RiechesBaird, talks with Larry Levine, the VP of Sales and Marketing at Teledyne Controls – a division of Teledyne Technologies Inc. – about how RiechesBaird and Teledyne worked together to develop a brand position unique to Teledyne Controls, but complementary to the brand identity of the larger Teledyne Technologies Inc.

Topics and principles explored in this show include:

  • What kind of latitude a division has when it comes to developing its own brand positioning and how that positioning leverages the larger brand (5:20)
  • The importance of developing a cross-functional brand steering committee comprised of leadership from various departments (7:10)
  • Establishing and reminding internal and external audiences of your brand credo (14:15)
  • How Teledyne Controls rolled out its new brand identity at the Paris Air Show (15:35)