"Our brand, along with the rest of the industry has evolved considerably over the last 20 years," said Sue Day, the company's senior director of marketing for Asia-Pacific and China. "Polycom has transformed to a software-led company driving rapid innovation in unified communications (UC) and video collaboration."
Polycom became well known for its triangular conference phone, 4 million of which where shipped in 2011. Today, it has grown to a US$1.5 billion company with more than 800 technology patents.
"Just as our company has evolved, our brand must to reflect the impact of our innovation and the value it brings to our more than 400,000 customers," Day said.
Polycom's approach to rebranding started nearly a year ago by listening to employees, partners and customers. The company engaged brand consultancy John McNeil Studio to aid in research and creative execution across the board.
"We wanted our brand to reflect number of attributes: modern, open, innovative, collaborative, authentic, confident," Day said.
The brand rollout will be initially focused on Polycom's digital properties, such as its global websites and through its software. "We’re also updating marketing collateral, how we show up at events/conferences, and the new Polycom brand identity is now visible at the Company’s new headquarters and customer experience centre in San Jose, California," added Day. "We will plan to update new products, and current offices worldwide—which we’re doing a measured approach over the course of several quarters and beyond."
At present no campaigns advertising the change have been planned, but the company may consider brand-related advertising in future, Day said.
In Asia-Pacific, public relations agency Lewis PR is tasked with helping to promote Polycom's new brand via media and social media.
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