COACHING TO BRAND A WINNING COMBINATION
Opportunity
The merger of GTECH and IGT created a complete player in the world of gaming technology. The two companies blended well, with little redundancy. Together, these players offered the potential to deliver significant value for customers in each key segment and material growth for investors interested in the space. Both companies were well branded and both enjoyed strong brand management expertise. Unlocking opportunity required the creation of a new brand that could help establish the new company as the world’s leading end-to-end gaming company.
Catalyst
We joined the new company’s team of brand and marketing experts to coach them in building the brand solution required to ensure success. Together, we determined the best way to signal the power of the combination was to integrate each company’s strongest brand assets. We leveraged the IGT name and GTECH’s visual style to convey the new company’s strength for internal and external targets. We then created an integrated brand blue print, engagement program and customer experience plan to help establish and grow this powerful new player.
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