Preparing the Brand for Market Growth
Synchronoss Technologies is a global software and services company, which provides technologies and services for the mobile transformation of business. The Company's portfolio in the Consumer and Enterprise markets contains offerings, such as personal cloud, secure-mobility, identity management and scalable messaging platforms, products and solutions. Its products and platforms are designed to enable multiple converged communication services to be managed across a range of distribution channels, including e-commerce, m-commerce, telesales, customer stores, indirect and other retail outlets.
Historically, Synchronoss solutions had been marketed exclusively to Tier One Communication Service Provides (CSPs) and Original Equipment Manufacturers (OEMs) across the globe. As consumer demand for mobile connectivity increases, there was an opportunity for the Synchronoss brand to evolve from an exclusive focus on carriers to a consumer brand providing mobile connectivity through cloud technology.
With technology rapidly evolving and creating new market opportunities, Synchronoss collaborated with K2 Brand to evaluate existing branding practices and to fully optimize the brand to support the growth goals for the organization. Informed by interviews with Synchronoss leaders, customers and industry analysts, K2 Brand created an evolved brand architecture and naming strategy, combined with an innovative brand strategy, to leverage the growth of cloud computing.
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“Synchronoss partnered with K2 Brand when it needed to realign our core brand and message. Karen was the utmost professional in working with the Executive team to ensure all areas of the business were met, from designing our brand architecture, to moving towards a core brand strategy and finally to visual design and activation, Karen worked as part of the Marketing team and helped to drive us to our goal. Karen’s experience and industry knowledge were critical to the success of our brand positioning and I consider her a valuable resource for any company looking to improve their Brand.”
— Stacie Hiras, VP Marketing and Communications