Best brand architecture solution

   A spate of acquisitions and divestments had seen engineering company Invensys develop highly fragmented and ineffective brand architecture. At the same time, the Invensys brand remained unfamiliar to customers, and its role in operating companies was unclear to stakeholders.
   Landor Associates was appointed to help position Invensys as an integrated and cohesive organisation with a clearer and better structured brand strategy.
   Unlike its competitors who put their brand focus on the end product, Invensys wanted to emphasise its open and flexible approach to working in partnership with its customers. The aim was to create an identity that would strongly signal this ideal as well as portraying Invensys as an agile technology company.
   Invensys also aimed to shift the perception of clients, competitors and the financial markets from seeing the company as an engineering company to seeing it as the technology leader it had become.
   The new brand architecture supports Invensys in realising its strategic vision, removed confusion in presenting the brand portfolio and promotes a unified perception of the company. The rebranding also saw Invensys re-entering the FTSE 100.