In order to compete and challenge the established larger brands and budgets provided by competitors such as Ericsson, Nokia and Motorola, innovative brand initiatives and marketing needed to be in place at Qualcomm…and quickly. Coupled with this massive brand launch across multiple media channels, was the necessity to have the new brand engage and intrigue national and international consumers alike.
Once thoroughly researched and developed, a specific age demographic emerged as the prototypical, and preferred Qualcomm consumer. Now identified, the design and marketing materials reflected the attributes and attitude of this archetype and their search for new and hip technologies. Through the usage of multiple touch points and consistency of message at every encounter, Qualcomm rose quickly and established itself as a new leader in the highly competitive consumer electronics market.
BRAND & MARKETING ANALYSIS
BRAND POSITIONING & PERSONALITY