While it has been Nortel all week all the time here in Tampa, Nortel has been working hard to increase mindshare and presence in the media (of which we helped some). In BrandWeek Magazine:
That’s why Lauren Flaherty, CMO of Nortel, Toronto, has vowed to “rebuild the reputation of the company by giving [it] a voice in the marketplace . . . We don’t want to be defined by our financial history or perceptions about our leadership.”
It is obvious they have a lot of work to do to rebuild brand. Their new concept is called “Hyperconnectivity”, it doesn’t exactly roll off the tongue but:
During the past month, a global campaign—created by McCann Erickson, San Francisco—has launched in Chicago, London, Mexico City and Singapore. Nortel plans to hit four more markets in September and up to five more in early 2008. The effort includes print in local periodicals, regional business publications and IT trades, plus outdoor, online and pr. The tagline, “Business made simple,” continues.
What I have seen is a new vigor, new products and a new emphasis on engagement so we look forward to a stronger Nortel.
