Telling the story through the brand portfolio
Taking on a new, formidable competitor… Intel
Faced with a history of anti-trust litigation and distaste for licensing fees, the CEO had to authentically shift the Qualcomm story from speeds and feeds to breakthroughs that change the way people live.
- • From 20+ brands to a brand portfolio led by Qualcomm and Snapdragon.
- • A redefined brand purpose and visual system tied to humanity
- • Refocused brand architecture and nomenclature: smart device connectivity and processing, innovation, and M2M products
- • An innovation story pivoting the conversation from licensing fees to investments in future bleeding-edge technologies.
Ryder Cup Case ▶️