Faced with a long history of anti-trust litigation and pushback on licensing fees, the conversation needed to shift from speeds and feeds to technological breakthroughs that change the way people live.
The brand portfolio narrowed from 20+ brands to Qualcomm and Snapdragon. The brand purpose and visual system were redefined while the brand portfolio focused on: connectivity and processing for smart devices, innovation, and M2M products that could be held or divested. The innovation story pivoted the conversation from licensing fees to investments in future bleeding-edge technologies.
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