Telecommunications Infrastructure and Systems Integration Company
Iron Mountain, Michigan
Increase awareness and drive sales for 50-yr. old cable infrastructure company, formerly Cable Constructors, Inc..
Phase1 – Research and audit of current brand. Research revealed that current name was a liability in the eyes of prospective customers. Made determination to change company name.
Phase 2 – Develop brand platform.
Phase 3 – Renaming process – CCI Systems was chosen to preserve the acronym and positive attributes of previous brand, and to communicate a systems-wide approach to their business.
Phase 4 – Develop brand mark and design standards.
Phase 5 – Execution strategy, including marketing plan.
The new brand was launched in November 2008, during a severe economic downturn. However, in spite of these circumstances, sales are increasing and brand awareness and recall continue to grow.