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Transform Awards 2011 - best brand consolidation |
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Friday, 08 April 2011 13:21 |
Best brand consolidation
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Gold
Rovi |
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Prior to its rebrand to Rovi, Macrovision’s confident acquisition strategy had led to broad influence across entertainment technology. It had also brought with it over 40 differently branded products.
The new positioning, ‘Entertainment Connection’, was developed by Heavenly to help unify these different brands. Rovi connects stakeholders in the entertainment industry, from content owners to media platforms, from manufacturers to users, and it will continue to connect consumers to entertainment in new ways.
In order to bring its diverse brands together, the company’s name had to be contracted. Taken from the centre of the previous brand name, it retained the heart of Macrovision’s brand heritage whilst pointing to the future. And while it was intended that the qualifying description
‘The new name for Macrovision’ would be used for two years while the new brand bedded in, it was dropped after six months due to the rapid adoption of the new name. The new brand was launched to great fanfare which saw the Rovi team ring the NASDAQ closing bell. It also brought about a 155.5% increase in Rovi’s share prices – and consolidated the coherence the new brand had brought to the company. |
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