Unisys’ Rebranding Strategy Bags Top Honors at The Drum Awards, Demonstrates Tangible Business Impact


BLUE BELL, PA — Unisys (NYSE: UIS), a global information technology company, recently won the coveted B2B: Rebrand or Relaunch category at The Drum Awards Festival. The award recognized Unisys’ strategic rebranding approach that transformed the 150-year-old brand for the first time in over 35 years. The Drum Awards is an esteemed annual event celebrating the best in global marketing.

Unisys has built a reputation for fostering innovation and creativity, cultivating customer loyalty by delivering enduring value. Despite its long-standing history, the company’s recent market research revealed a robust equity in the Unisys name, paving the way for a fresh brand identity that encapsulates an undeterred spirit of reinvention and reliability. The new brand is an embodiment of Unisys’ business strategy, extending beyond just a well-known name.

Chief Marketing Officer Teresa Poggenpohl led the brand transformation in late 2022, introducing a new positioning statement, “Experience Breakthroughs.” This statement serves as a call to action for clients and employees to unlock potential and achieve continuous progress. “A breakthrough could be operational, like a more efficient process, or cutting-edge, like a quantum computing solution. We aim to offer our clients a series of positive changes that help transform their businesses,” said Poggenpohl.

Poggenpohl managed to secure executive buy-in and engagement, with agency partners attributing the success of the rebranding to the chemistry and trust between them and the Unisys leadership team. The shift from a traditional mission-vision-values model to a purpose-driven strategy was informed by comprehensive interviews with clients, prospects, associates, and industry analysts.

The effectiveness of the rebrand was evident in the tangible business results it delivered. Within 18 months, Unisys saw a surge in web traffic by 78%, with visitors spending 61% more time on the site, leading to increased lead generation and a robust sales pipeline. Google searches for “Unisys” spiked by 55% post-launch, and the company’s LinkedIn audience grew by 26%, signaling an enhanced brand awareness and influence.

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In recognition of her visionary leadership and effective execution of the rebranding, Poggenpohl was named a top-four finalist for The Drum’s B2B: Leader of the Year award, alongside nominees from leading global tech enterprises. Unisys’ win at The Drum Awards underscores the significance of strategic branding in driving business growth and market recognition.

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