SiriusDecisions Summit 2017 drew over 3,000 marketing professionals last week in Las Vegas to listen to four full days of data-driven best practices research, see the unveiling of new innovations across the B2B space, and have networking and collaboration with an elite community of sales, marketing and product leaders.
Axway was one of two proud recipients for the Integrated Communications Program of the Year award and we shared the stage with Dell. SiriusDecisions Research Analyst for Brand Communications and Strategies, Laura Sudnik (pictured with me) hosted Axway and Dell on Thursday afternoon in the presentation ceremony for Summit attendees.
Axway showcased our branding transformation and the associated integrated communications that we were able to plan, create and execute in a very short, 7-month time frame. I presented a 15-minute overview of how we leveraged SiriusDecisions’ Brand Management Framework that consists of 4 phase approach: Insights and Discovery, Brand Driver, Visual and Verbal Expressions and Rollout. We implemented these steps and their advisory services to provide us guidance in our branding transformation. The key focus of our initiative revolved around getting the entire employee community educated, informed and engaged in the rebranding development and launch process.
Our new Axway brand is now equipped with a stellar “Griffin” logo, the new tagline “Imagination takes shape”, brand drivers, brand beliefs, and brand behaviors that have proven to be a rewarding self-reflection exercise. We have built upon our past to map out an optimistic and exciting outlook as we journey into the future to support our customers in building their customer experience networks. We are very pleased with how well this process was received and adopted by employees, as well as our customers, partners, and influencer community. We really are a new Axway and we see a bright future ahead.