A&R: Lucent Technologies: ICDD Division, Imminet Brand Case Study


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	Lucent Technologies: ICDD Division, Imminet Brand

The Client

Lucent Technologies: ICDD Division, Imminet Brand

The Product

Imminet family of Web Content Delivery tools

Lucent Technologies: ICDD Division, Imminet Brand

The Challenge

Lucent's ICDD Division (Internet Content & Delivery) is a new venture tasked with selling a line of enhanced Internet content delivery tools. These tools essentially bring web content closer to the user making access to data faster. As a new operating company, ICDD needed the agency to create an identity program including: brand name for the line, literature and salesware development, logo creation, positioning and a strategic marketing plan.

The A&R Solution

Alexander & Richardson met with the client team to receive input on the products and their functions. With input in hand we began to develop brand names based on the core functions of the products (speed, efficiency, etc). A&R developed a series of over 80 product names and researched their availability as URL's prior to submitting them to the client. A number of names were accepted for consideration, resulting in the decision to call the product line "Imminet."

A&R developed a series of designs for the brand logo along with a promotional tag line and positioning platform in under three weeks. The agency began developing the initial series of data sheets and product brochures needed by the sales force.

Currently, A&R is in the process of developing a marketing communications plan for ICDD incorporating a mix of traditional and on-line promotional tools including print advertising, on-line advertising, opt-in email, direct mail, sales force promotions, and additional salesware development.

Results

Acceptance to the brand name by internal management was overwhelmingly positive, as was the acceptance of the entire graphic look that A&R developed. In late November a seminar was given to influence the internal Lucent sales organizations to promote the Imminet brand. The agency developed and executed several email and traditional direct mail programs to attract these groups to an ICDD sponsored event. The results were beyond the clients' expectations.