Hitachi: Finding Identity
Hitachi, the multibillion-dollar global technology consumer packaged goods company required a new brand 3.0 positioning strategy for its external hard drive business, including a new brand name, visual identity, website and campaign ideas, based on deep brand strategy excellence. The key challenge was how to leverage Hitachi’s global brand equity into a new 21st century American retail brand fit for the price-conscious consumer market.
Hitachi’s brand equities of innovative technology for humans inspired our work. Ideon’s strategy foresaw a relevant online experience and differentiated environment for customers, one-of-a-kind in the category that allowed users to navigate rock-solid product choices, understand diverse benefits, and visualize future possibilities for the brand.
Our branding braintrust managed and optimized multiple agencies from discovery to creative website design, ensuring a clear, cohesive brand experience. We wanted the visual identity to signal Hitachi was doing something new, fresh, bold and different, contrary to what consumers and vendors had come to expect from the company and their experiences. Ideon congratulates Hitachi for getting it right, patiently collaborating, melding our rock strategy with a bold new look and feel that exploded brand awareness, mind and market share.
A project lead is a fan, explaining: “Ideon brings a wonderful blend of the creative and the strategic to this initiative. They are small, nimble and responsive, and with large-agency and corporate experience and expertise, all oriented toward absolute client success.”