Helping Avaya find its voice…and market leadership
After spinning off from Lucent, Avaya turned to TippingGardner to develop a strategy for communicating its new brand to customers and employees. After global research with Avaya senior management, customers and prospects, TippingGardner defined a brand positioning based on the idea of “communications driven results”. We subsequently created a go-to-market strategy and brand architecture for Avaya’s Global Services division, as well as names and identities for a variety of product offerings. Within two years of the new brand positioning being implemented, Avaya surpassed Cisco as the VoIP market leader.