Branding and rebrand projects

1. Selected rebranding and new
brand launch examples
Submitted by: Lori Babigian

2. Launching New B2B Brand
ROLAND DGA http://www.rolanddga.com/
Marketing Director
Roland DG is a manufacturer of printers and digital devices widely used in the signage, textile, interior
& vehicle graphics, engraving, direct part marking, rapid prototyping, 3D modeling and dental
CAD/CAM industries.
• Responsible for day-to-day oversight and on-time delivery for all marketing activities (B2B and
B2C) for the North and South American markets, excluding Brazil
• Supervisor of 13 member staff responsible for digital marketing, creative, web, social media,
public relations, trade show, corporate events, training, sales and reseller support programs
• As a member of Roland’s Global Marketing Team I played a lead role in brand messaging and
delivery of region ready content for new product introductions
• Key interface with product management, regional marketing and sales personnel to identify the
most effective positioning in new and existing markets
• Successfully executed twelve product launches in 2 years, exceeding distribution goals
• Extensive event schedule included 58 trade shows, 225 dealer events and weekly webinars
• Responsible for the selection and implementation of concurrent technology projects necessary to
execute marketing 2.0 strategy–website CMS, Salesforce CRM, marketing automation, social
project collaboration and in-house video production studio

3. Launching New B2B Brand

4. DisplayStudio Launch Ads

6. Website

7. Online ads

8. Rebranding example
PRINTRONIX Irvine, CA
Director, Global Marketing Communications – Printers, Supplies &
Services
• Translated company objectives into global post-acquisition
communications strategy for two printer brands
• Created "Power of Plus" brand campaign that drove awareness and
preference for company technology
• Responsible for corporate marketing budget, the selection and
management of outside agencies and the coordination of region-based
marketing and sales personnel to support the execution of the
marketing plan
• Managed four product launches and established new modular
marketing support and sales training materials in nine languages
• Developed online web marketing strategies for the two brands,
including inbound marketing, Salesforce.com CRM integration, blog,
social media and online newsroom

9. About Printronix
• Technology start up in 1974 by Bob Kleist, introduced first factory floor rugged
computer printer in 1975.
• First Orange County, CA company on NASDAQ and remained publicly owned
for more than 28 years.
• A top 10 mainframe computer printer manufacturer.
• Majority of placements under notable OEM brand names such as: IBM, Ricoh,
OkiData, HP WeP & Lipi
• 2008 purchased by private equity firm Vector Capital
• 2009 Printronix acquires largest competitor, TallyGenicom
• 2012 Vector sells to Corona Investment Partners

10. Collateral
Before rebranding

11. Collateral
After rebranding

12. Consumable data sheets - Before

13. Consumable data sheets - After

14. Website - Before

15. Website - Before

16. Website - After

17. Website - After

18. Website - Before

19. Website - Before

20. Website - After

21. Website - After

22. Website - After

23. facebook “face lift”
Before rebranding After rebranding

24. Email Banners
Before rebranding After rebranding

25. Online Ads
Animated GIF
After rebrandingBefore rebranding

26. Online Ads
Animated GIF
Before rebranding After rebranding

27. Full and Half Page Ads
AfterBefore

28. Full and Half Page Ads
AfterBefore

29. Postcards
Before
After

30. Rebranding example
NORITSU AMERICA
VP, Marketing – Retail Photo Printing Equipment, Consumer Kiosks &
Professional Services
• Management of Japanese corporation’s North American marketing staff to
meet organization objectives
• Assigned increasing levels of responsibility to include Product Marketing
and global MARCOM to support company acquisition strategy
• Responsible for post-acquisition integration including CRM, sales training,
public and analyst relations, tradeshow and industry event participation
• Executed “Smart Choice” corporate rebranding campaign, successfully
launched the brand into the retail consumer kiosk market
• Launched successful new marketing platform for Noritsu Technical Service
Division, “Service. Above and Beyond”, yielding non-photo market growth in
the fitness industry
• Project owner of Salesforce.com CRM implementation

31. About Noritsu
• Noritsu is a leading global provider of high quality digital imaging
equipment and provider of photo printing solutions to the retail,
professional, law enforcement, specialty and other print-intensive
markets.
• More than 62,000 installations in more than 180 countries, Noritsu has
been at the forefront of innovation in the photo industry for nearly six
decades.
• With worldwide demand for print services on the decline, Noritsu Koki,
parent company has made aggressive strides since 2009 to diversify
into new markets outside of photo imaging technology.

32. Rebranding Noritsu:
Making the right choice
• Putting ourselves in the shoes of our customers (our customers like to be
identified as being smart)
• Demonstrate how we listen to our customers
• It’s all about making the right decision with the right partner
• We’re not the cheapest, just the best
Breaking thru the clutter
This theme has the best possibilities for extensions into all
communications – customer testimonial ads AND message will be
enhanced as profit proof points are substantiated with data.

34. Collateral
Before rebranding After rebranding

35. Advertising - Acquisition Communications
• Headline emphasizes total
solution now available
• Theme leads the customer to
the conclusion that together
we offer the BEST total
solution
• Reinforces our key
differentiators in the market:
 Open architecture
 Flexibility
 Highest quality
 “White label”

36. Branded Print Sample Envelopes
36Front Back

37. Old Print Sample Envelopes
Can you believe they were using these before the rebrand?

38. 38
Video Strategy
Message
– There is an exciting profit opportunity in the photo category
by offering wider variety of photo products conveniently at
retail
– Noritsu can help you achieve success through our
integrated vision of the future
Strategy
– Customer testimonials presented on video will provide
additional compelling examples of how hard we work for our
customers
– Increased impact and credibility of message coming from
peers
– Content leveraged across web marketing, trade show &
sales presentations

39. Opening graphics show type moving through the screen. The word “smart” docks
with many other words to visually demonstrate the breadth of the Noritsu total
solution. Successful Noritsu customers share on camera (and unscripted) why
working with us has been a smart choice for them.
39
Video graphics – Segment titles

40. Customers Tell Our Story

41. Web Microsite

42. March Ad Features London Drug Actual
Customer Testimonial

43. Communicate new positioning for the company
Launching New B2B Services Brand

44. Noritsu Technical Services website launch
It’s A People Business

45. Advertising
45

46. Brochure

47. Communications
Business Cards
Letterhead
Stationary

48. Significant Success in 2 New Segments:
1. Fitness equipment maintenance and repair
2. Airport security hardware maintenance and repair

49. Launching New Retail Consumer Brand
PHOGENIX IMAGING LLC (HP + Kodak Joint Venture) - San Diego, CA
Director of Marketing – Retail Photo Printing Equipment, Consumer
kiosks
• Positioned technology start-up for market share leadership in digital
photo printing equipment
• Developed and managed global product launch marketing support
• Established the brand and a communications campaign for new
consumer photo service model, “Photos Your Way”
• Developed and implemented comprehensive sales support
infrastructure including distributor websites, CRM database, product
presentations, sales training and support portal
• Obtained market trial commitments with top tier sales opportunities –
Walmart, London Drug, Shoppers Drug Mart, Kinko’s and Best Buy

50. Page 50
New Retail Consumer Brand
Menu board style signage

51. Phogenix Imaging
Confidential
Page 51

52. Page 52
– The Digital Order:
• Prints up to 5 x 7
• A CD holder
• Negative sleeving
• Regular index prints
• Capacity = 30 prints
– The Enlargement Pack:
• Prints up to 8 x 10
• Jumbo index prints
• Calendar prints
– The Poster Pack:
• 11 x 14 prints
• 12 x 18 prints
• Capacity = 5 prints
– The CD Holder:
• Holds 1 CD
Product Packaging
Packaging created to illustrate how a retailer can merchandise the new
Phogenix service offering to consumers

53. Rebranding example
ARAMARK - Los Angeles, CA
Hired to manage supplier relations. Promoted and created a national
marketing organization to support division’s expansion from 12 districts
to national footprint supported by 23 districts.
• Led portfolio expansion with new music, comic, food channel and
juvenile merchandising programs
• Created and executed “ARAMARK Advantage” rebrand
• Walmart Program Management responsibility for testing, evaluating
and implementing new service model
• Point of Purchase Advertising Institute (POPAI) third place honor
entertainment category
• Secured co-branding licensing agreement with Marvel, DC, Tekno
and Archie Comics
• Tangibly increased the value of division prior to company being sold
to largest competitor- Anderson News.

55. Earlier Company Marketing

56. Earlier Company Marketing

57. ARAMARK Rebranding

58. Repositioning Service Company
New Branded Merchandising Programs