New brand reflects the company’s purpose of guiding today’s ideas into tomorrow’s technology
Highlighting its ongoing mission to help customers navigate an
ever-changing technology landscape, Avnet (NYSE: AVT)
today introduced “Reach Further,” its new global branding campaign.
Reach Further reflects Avnet’s corporate transformation as well as the
collaborative relationship with the company’s customers in navigating
the complex process of bringing new technology to the marketplace. The
campaign launches today with a cohesive marketing, digital and media
strategy to introduce a new brand and visual identity which underscores
Avnet’s approach and commitment to helping customers reach further every
day.
Today, hundreds of thousands of design engineers from start-ups to
leading technology OEMs utilize the company’s design and supply chain
services and rely on its large volume, broad line distribution
capabilities. In two simple words, Reach Further
expresses
how Avnet helps the smallest start-ups to the largest technology
multinational corporations move swiftly and seamlessly from idea to
design and from prototype to production.
“Reach Further is our promise that Avnet and each of our employees will
do whatever it takes to guide customers and partners toward their most
ambitious goals,” said Avnet Chief Marketing Officer Kevin Sellers. “A
brand is more than a marketing campaign, it is an authentic expression
of the character and values of the company. The Reach Further mantra
reflects a solemn commitment Avnet is making to makers, inventors,
entrepreneurs, design engineers and suppliers.”
Sellers added, “In our increasingly connected IoT world, and one where
tools and capabilities for invention are becoming more readily
accessible, this campaign presents us with an opportunity to distinguish
how we uniquely help our customers navigate each stage of the product
lifecycle. Avnet helps companies around the world realize technology’s
potential to transform business, and our new brand symbolizes our
promise to help them reach further in pursuit of their highest
aspirations.”
A new look for a new company
Reach Further is the result of deep research on Avnet’s key stakeholder
audiences and aligns with the company’s business strategy. Avnet’s new
logo replaces red with green to symbolize growth and possibility.
The global campaign reflects the largest investment that Avnet has made
in a marketing campaign during its 96-year history. It includes a
focused mix of B2B print and digital advertising, paid and organic
social media, digital display and video, and search engine marketing, as
well as a new website and engagement program for Avnet’s 15,000
employees around the world. Supporting activities include trade shows
and events and corporate social responsibility programs to extend and
build awareness.
The company’s newly launched website has been designed to provide quick
access to information through improved navigation and increased access
to an expansive list of products and services. Users will have a
consistent and simple experience across the site, whether they are
researching new technology solutions or actively shopping for electronic
components.
In addition, Avnet is introducing its “A-Frame,” a new graphic element
to build brand recognition that represents the company’s dedication to
progress and collaboration and is used to highlight or frame important
moments.
Reach Further embodies the role of the traditional “Sherpa” for
Himalayan expeditions who provides the experience and guidance to manage
challenging expeditions. The campaign highlights real-world stories of
how Avnet has guided entrepreneurs, inventors and makers as they bring
their solutions to market, including:
-
Owlet. Owlet developed a baby sock that tracks heart rate and oxygen
levels in infants, designed to notify parents if levels fall outside
preset zones. Avnet helped guide their product to market.
(See
Owlet video story)
-
Ubicquia. Avnet works with Ubicquia to make cities smarter by
embedding streetlight sensors that detect threats such as gas leaks,
radiation and gunshots, and alert response teams. These same sensors
alert rural African communities to the approach of dangerous animals.
(See
Ubicquia video story)
“In creating an IoT device that can make a huge impact in cities around
the world, Avnet’s scale and scope was invaluable,” said Ubicquia
Co-Founder and CTO Tre Zimmerman. “Avnet helped us determine how to not
just bring the product to life, but make it better.”
The rebranding culminates several strategic business moves, including
the recent acquisitions of Premier
Farnell and Hackster.io
that Avnet has made to reach further into the conception, design and
prototyping processes. These are stages where innovators can benefit
most from an exposure to the hardware that will help them bring their
products to market. In addition, the launch of Avnet’s MakerSource.io™
online
resource directory provides individuals and startups with access to a
comprehensive ecosystem of the strategic and tactical resources needed
to turn a pioneering new product vision into a marketable reality, while
the Avnet
Innovation Lab at Arizona State University provides business
consultation and funding for entrepreneurs developing technology,
especially new inventions that advance the Internet of Things (IoT).
To see more of Avnet’s Reach Further brand strategy and for more
information on Avnet, visit www.avnet.com.
Follow Avnet on Twitter: @Avnet
Connect with Avnet on LinkedIn: http://www.linkedin.com/company/avnet
Connect with Avnet on Facebook: http://www.facebook.com/AvnetInc
All brands and trade names are trademarks or registered trademarks,
and are the properties of their respective owners. Avnet disclaims any
proprietary interest in marks other than its own.
About Avnet
From idea to design and from prototype to production, Avnet supports
customers at each stage of a product’s lifecycle. A comprehensive
portfolio of design and supply chain services makes Avnet the go-to
guide for innovators who set the pace for technological change. For
nearly a century, Avnet has helped its customers and suppliers around
the world realize the transformative possibilities of technology. Learn
more about Avnet at www.avnet.com.
Avnet
Maureen O’Leary
480-643-7499
Maureen.OLeary@avnet.com
or
Brodeur Partners, for Avnet
Jamie Ernst
480-308-0286
jernst@brodeur.com