Using integrated communications to bring the rebranded Panasonic Connect to life
Using integrated communications to bring the rebranded Panasonic Connect to life
THE SITUATION
As the world of work evolved, so too did Panasonic Systems Solutions Company of North America. Comprised of four distinct business units — rugged mobility, process automation, visual and audio systems, and food service and smart manufacturing technology — the company realized that they needed to approach customer problems and pain points differently.
This led to a focus on an ecosystem of hardware, software, support, and services to keep up with changing markets and customer needs. And, it sparked a rebrand as Panasonic Connect North America.
As part of their rebranding, Panasonic Connect needed to bring their new brand to life. They turned to long-term partner Racepoint Global (RPG) to help accomplish this through a 360° integrated communications program that included a new narrative and go-to-market strategy.
THE STRATEGY
RPG took Panasonic Connect’s foundational elements and made them market ready. This included working with executives and the internal Panasonic Connect marketing team to create a new narrative that unified the brand with a powerful overarching story.
The narrative included new messaging pillars and proof points — and an elevator pitch — based on trends and marketplace studies from RPG’s Research and Insights team, as well as input from the Panasonic Connect team. RPG also created messaging for the different business units that each serve unique audiences and verticals.
All of this was used to educate employees and reach external audiences. The integrated content RPG developed included:
- Customer communications, including letters and an anthem video created by RPG Studios
- Employee communications, including video, messaging, and go-to-market approach
- Training for all Panasonic Connect employees
- A video of Panasonic Connect executives — storyboarded and filmed by RPG Studios — explaining the brand evolution to customers and employees
- Animated and static social graphics on LinkedIn, Twitter, Facebook, and YouTube that featured the new brand look, feel, and messaging
- Short, animated social videos to showcase the value Panasonic Connect brings to vertical markets
- Social posts on behalf of executives to explain Panasonic Connect to their unique audiences
"RPG helped us tailor our rebranding messages for multiple audiences across a range of owned and earned channels. How we told the story mattered. Because in the end, we’re all consumers and we all want companies to understand us."
Brian Rowley
vice president of marketing for Panasonic Connect North America
THE SUCCESS
By bringing Panasonic Connect’s new brand to life via integrated storytelling, RPG reached the company’s key audiences. We infused the Panasonic Connect messaging into all the work we did going forward, as well — whether it was bylines, social posts, videos, or blogs.
While the rebrand is an ongoing evolution, this work gave the organization great traction and they are happy with the success to date. “RPG helped us tailor our rebranding messages for multiple audiences across a range of owned and earned channels. How we told the story mattered. Because in the end, we’re all consumers and we all want companies to understand us,” says Brian Rowley, vice president of marketing for Panasonic Connect North America.
