Saying you are the largest telecom company in the world doesn’t register with people when they can’t hear you speak. Huawei Technologies is the world’s largest provider of telecommunications technologies and China’s second largest privately held corporation. With a vision “To enrich life through communication,” Huawei has earned a reputation as one of the most dynamic, fastest growing, innovative global technology companies today, but in America, they had no voice. Huawei commissioned OTTO Brand Lab (OTTO) in collaboration with BrandingBusiness (BB) to help introduce the brand to the North American market. OTTO worked with the executive team at Huawei to evaluate brand opportunities and assist with developing Huawei’s overall brand strategy, positioning, and creative approach.
As many technology companies begin to create and manage their brands, the first instinct is to talk about the technology. Industry jargon tends to take precedent over the bigger picture and brand promise. For Huawei, we conducted a North American brand evaluation study using BB’s Brand Performance Platform, and we developed a brand promise and creative driver that embodies the existence of “what’s possible” when you dream of the future and deliver on reality. The new brand positioning campaign “Faster to the Future” was introduced through an updated digital experience in the North American market, full page ads in the Wall Street Journal, and TV commercials created to introduce the brand during the Olympic games.
The opportunities identified by our research have become the core focus for Huawei in North America. The new brand positioning campaign “Faster to the Future” was introduced through an updated digital experience in the North American market, full page ads in the Wall Street Journal and TV commercials created to introduce the brand during the Olympic games with an integrated social responsibility campaign.