When Motorola Inc. split into two separate companies in January—Motorola Mobility for consumer products and Motorola Solutions for the b-to-b segment—Eduardo Conrado had the job of communicating the new brand positioning of Motorola Solutions to its government and enterprise audiences.
“As we approached January, we wanted to make sure that all of our constituents, from employees and customers to our channel partners, were engaged and energized with our brand purpose and promise,” he said.
Motorola Solutions' brand purpose is, "We are helping people be their best in the moments that matter," which means helping customers succeed through the use of cutting-edge technology products; its brand promise is: “We innovate to mobilize and connect people in the moments that matter,” Conrado said.
To communicate this positioning, Motorola Solutions introduced a global ad campaign called “Rise,” created by BBDO New York, that included print and online ads.
It also developed a new website, created by Design Kitchen, Chicago, featuring customer case studies, information for vertical segments and advice from industry analysts.
A centerpiece of the campaign is an online video called “Your Moment Is Coming,” which shows public safety officials, retailers, industrial workers and transportation professionals facing critical moments, such as fighting fires or responding to crimes.
“The video is our manifesto brought to life—people all over the world can rise to whatever the moment brings,” Conrado said.
He also led a massive internal campaign, which included rebranding all Motorola Solutions' global facilities, townhall meetings with its 23,000 employees and online training modules to get employees excited about the new brand.
Conrado said Motorola Solutions is now focused on expanding its marketing efforts into new areas, including mobile and emerging media platforms.
“Customers are getting information and influence from places we haven't traditionally thought about, so we have to look at what is the access our customer has and how do we provide thought leadership in these areas.” —K.M.