Mar
27
100,000 Things That Could Go Wrong: Avoiding Missteps in a Global B2B Rebranding
Posted in: Uncategorized
Rebranding Siemens Enterprise Communications as Unify Inc. was a daunting task. The global effort was designed to introduce Unify, a joint venture of 165-year-old Siemens AG and private equity firm The Gores Group, created in 2008.
While the rebrand had been more than two years in the making, it wasn’t until early 2013 that our top management finally opted to pull the trigger on Oct. 15.
The closer it got to the launch date, the more I started to realize that 100,000 things could go wrong.
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