“Initially we were looking for a new name for our company. During the initial conversations with WOW Branding, we recognized that a new name was also a great opportunity to re-vitalize our organization, competitive position and brand.
We were primarily known for being price competitive and through the strategic and creative work, WOW helped us add new layers to our brand position. The result was, and is, an authentic and distinct brand identity built on our traits of being a responsive and flexible market leader.”
Maria Popo, President, Americas
Ubee Interactive - Denver, USA
This project included:
- Internal and external qualitative research
- Industry collaboration (internal and external)
- Strategic brand positioning
- Brand naming
- Brand identity design
- Internal brand launch
- Brand standards guide
- Video concept & art direction
- Corporate collateral design
- Trade show booth design
- Website design & content
Ubee - Let’s make it easy
The client was not excited
The world’s 4th largest manufacturer and distributor of cable modems were hardly known at all. And if they were known, if was for their competitive prices. They were stuck in a commodity rut.
The first time we visited Ambit Microsystems (as they were called back then) was at a trade show in Philadelphia. We were struck with the sea of sameness. The competitive landscape was a heaven for techies. Bits and bytes. Hardly any hooks for a memorable emotional connection. No sticky glue to tie a great brand to a loyal fan.
We were thrilled. What a great opportunity this was to build a distinctive brand identity that oozes warmth, humanity and authenticity.
First step was to establish the brand strategy. Research and interviews to define the brand purpose, position and promise, etc. The foundation on which the creative execution is build.
The new name, Ubee, was the first deliverable. When we presented it, there was silence.. the Ubee team was not excited. It was a name far from anything they had ever seen in their industry.
And that was exactly the point. Picking a new name in a commercial setting is not a popularity contest. Is the name a true and distinct reflection of the brand identity? That’s the key questions. Not, “do I like it”.
Even though the leadership team were uncomfortable with the name, they had the guts to trust our research and advice and go ahead (remember, our tagline is “names and identities for the brave”..).
A fish that made a splash
When the new brand was presented for the first time at a trade show in Washington DC, the Ubee team (and us) had a true proud parent moment.
The transition from a, more or less, anonymous commodity vendor, to a distinct, compelling and memorable partner was received extremely well by all stakeholders.
The Ubee brand is based on competitive parameters owned by the client. For instance, responsiveness and customized solutions. It’s not about what they do, it’s about how they do it. They’ve defined a path to becoming less vulnerable to the fierce price competition in their industry.
A few words about the logo itself. The focal point is a Nemo-like character, a tiny fish, symbolizing the friendly and agile personality of the company. It is deliberately in stark contrast to the corporate universe of competitors such as Motorola, Cisco, etc.
It sparks a story. Feeds your imagination. Creates an emotional connection.