Tag: Brand strategy

  • Citrix Systems

    Citrix Systems

    2008 marked an important year in the growth of Citrix Systems. Having just broken the $1 billion revenue mark and completed numerous successful acquisitions, Citrix had earned its seat at the “big table” as a contender for leadership in desktop virtualization and cloud infrastructure solutions. Global companies, like Microsoft, were knocking at the door and looking for partnership opportunities. It quickly became obvious that something had to be done to give the brand the stature it deserved and to create the brand experience clients were looking for.

    Now a strategic partner with Microsoft and a key competitor to big-league players like Cisco and Oracle, Citrix had to shed the ad-hoc branding practices of its days as a scrappy tech startup. Citrix reached out to Tenet Partners for help. Starting with a re-tuning of the brand positioning from functional-based (access) to a broader, benefit-driven strategy (infrastructure), Tenet’s team of strategists and designers worked together to translate the new direction into a brand identity that expressed openness, transparency and scale.

    Now that it was playing in a decidedly different league and appealing to a much broader market, meaningful connections with their customers were going to be key for success for Citrix. To that end, it was vital to create a more robust and clearly defined partnership and ingredient branding program. Tenet helped rationalize, structure and communicate the expanded program. The program was recently voted one of the best channel programs in the market.

    Citrix continues its growth trajectory, doubling their revenue to just under $3 billion in six years. When customer experience and business strategy align, the sky’s the limit.

  • Vantrix – Opening express lanes to quality mobile video experience

    Vantrix – Opening express lanes to quality mobile video experience

    Looking beyond the challenge to the opportunity that laid ahead, Vantrix, a company born out of the alliance of two leading Canadian industry innovators in optimization technologies, saw how the customer experience in the mobile video arena was falling short of its full potential. Technology hurdles stood in the way of optimized content – mobile TV, video on demand, multimedia alerts and messaging, user-generated content and video share – being delivered in a seamless fashion to audiences everywhere and on every mobile devices.

    Vantrix’s vision: change the paradigm by developing software that would enable content owners and service operators to optimize their media processing operations and give their customers the highest-quality media experiences on any device, at the lowest possible cost. Major corporations including ABC News, Orange, T-Mobile and The Weather Channel were ready for a solution.

    The beginning of a new era in telecom

    Vantrix was looking for a powerful way to signal its arrival and express the transformative nature of what the company was bringing the marketplace. Working with the executive leadership team and the organization’s investors, Tenet Partners repositioned Vantrix around its industry-leading technology and its ability to take something complex and reshape it into something simple. And this is where the Vantrix brand idea took root, in a simple yet almost revolutionary phrase: “We make mobile video work.”

    A vision for everyone to see

    Next, our design strategists explored a number of conceptual directions to support Vantrix’s future-focused strategy. The team quickly narrowed in on the human eye as a metaphor for what Vantrix delivered. The logo represents the impressive structure and function of the human eye. It alludes to both the end-user experience and the integrated, seamless way Vantrix works with its customers.

    Launched at the CTIA Wireless Conference in San Francisco, the new brand helped Vantrix capture imaginations and mindshare. It set the stage for them to define how multimedia content should be processed and exchanged over wireless networks. Today, Vantrix’s technology is part of everyday life for millions of mobile content consumers, worldwide, a testament to its ability to continue to “shape how the world experiences media”.