Driving a successful one-brand process

March 5, 2019

Reliable communications solutions are mission critical across the aviation, transportation, public safety and telecom industries. Amphenol Procom forms the backbone of communications for public services and commercial sectors, with an unrivalled depth of expertise, a comprehensive portfolio of products, and a trusted legacy for performance and reliability. The company is a division of Amphenol, an $8-billion-dollar manufacturer of interconnect solutions.

The business consisted of four individually strong brands, but the brand architecture was causing confusion in the market and internally. To support the company’s ambitious growth targets, Amphenol Procom recognised the need for a new brand identity that could unite the organisation internally and help differentiate and position the business as a whole in the market.

A structured approach to a new brand strategy

Following a brand assessment research process and brand workshops, CBC supported Amphenol Procom’s definition of a new brand vision/mission and brand name. On the strategic brand foundation, CBC developed a new brand identity and creative communications concept with powerful messaging and visuals that clarified the company’s value proposition. The overall value proposition was condensed into the ‘Connect with confidence’ strapline, working on multiple levels:


  • For an end-user, ‘Connect with confidence’ gives complete assurance that their network will perform as needed, every time
  • For a system integrator or distributor, it conveys that Amphenol Procom products are a true ’fit and forget’ solution, and that the product range would secure their own market position
  • Internally, it is a rallying cry for Amphenol Procom itself; the combined companies under the Amphenol Procom group can now reach out to customers with a clear, unified voice

“By consolidating our brands into one, we are making it much clearer to the market who we are, which has helped us in our integration process internally and effectively supported our growth in the market. CBC has been a valuable support in our journey.” Mette Brink, CEO of Amphenol Procom. 


Rebranding to meet business goals

CBC developed the concept as an integrated marketing resource at every stage. The development and implementation process included a complete new corporate visual identity with print and online design for brand and marketing communication. CBC also acted as a strategic advisor on the internal and external implementation and completed a broad range of brand activation activities.


“Working with CBC helped us formulate our brand, which supported us in integrating departments inside the business and pulling together to reach our ambitious goals. We were fully supported at all stages of the process and impressed with the quality and efficiency of the team.” Steven Lüthje Hansen, Global Head of Marketing & Customer Service

If you think your B2B brand should be providing stronger support for your global ambitions, contact Ralph Krøyer at rk@cbc.dk or on +45 35 25 01 75.

Topics: Branding