Panasonic – A storied brand transforms from B2C to B2B

Moving the business forward

At the center of our efforts was a new brand platform, “Technologies that move us.” The result of extensive research and testing, it positioned Panasonic as a forward-thinking partner and ushered in a strategic shift, from individual products to integrated B2B solutions tied together by connected storytelling.

Making a splash

One of the keys to successfully repositioning Panasonic? A comprehensive communications strategy. Out in the market, this translated into a highly coordinated, multi-channel brand campaign that maximized engagement through teaser videos, OOH, a capabilities presentation and a robust campaign site.

Breadth and depth buyers want

To further engagement, Panasonic invited buyers to really go deep. In addition to industry insider blogs, prospects could delve into a wide range of highly informative eBooks, available for both Panasonic’s integrated solutions areas and the major industries the company serves.

Excitement inside Panasonic

Internally, the “We are movers” activation program and launch event rallied everyone behind the new platform as brand ambassadors. Ongoing education and engagement kept the momentum going and provided tools to ensure consistent campaign implementation.

Results