Unify Meeting Compliance Requirements

The Situation

Unify, formerly Siemens Enterprise Communications (SEN), is a global provider of software-based enterprise communications, including voice, web collaboration, video conferencing, contact center, and networking products and services. SEN’s rights to use the Siemens name expired, requiring the company to rebrand. Failure to complete the rebranding by the expiry date of the usage agreement would result in financial penalties.

The Challenge

The SEN brand had to be converted to Unify on all branded physical and digital touch points in 40 countries within a period of nine months, including the rebranding of all key assets prior to the “big bang” launch. The new Unify brand was developed under strict confidentiality and was revealed only to select internal and external teams in preparation for the worldwide launch.

The Solution

BrandActive was engaged to validate the cost estimate that had been developed for the rebranding and to create an implementation strategy to comply with the eradication of the SEN brand by the prescribed date. Our mandate extended to managing the logistics of the rebrand including the development of a system to maintain confidentiality. We further supported Unify with their import authorizations and product and packaging certification filings around the globe. We led workgroups internationally, taking responsibility for tracking the filing schedule and fees.

The Results

The new Unify brand was revealed in a high-profile global event, which marked the beginning of the two-week launch period during which the majority of branded assets were rolled out. The usage agreement, which stipulated that the rebrand in the top six markets (the United States, United Kingdom, Austria, Germany, Belgium, and Spain) had to be completed within this two-week period, was met, ensuring that no financial penalties were incurred. The balance of the rollout, including a post-implementation audit, was completed within four months of launch. BrandActive mobilized country teams early in the process ensuring that all product certification filings were approved on time.

This rebrand was an enormous undertaking for us with so many complexities and interdependencies and not really knowing which way we needed to go. You came in and gave us a stable process. You helped us understand where the risks were, what we needed to do and obviously supported us in the execution and the bringing of this incredible brand, Unify, to market.

— Former Chief Commercial Officer, Unify