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Advantech takes brand promises to next level with Interbrand

Advantech UK : 07 April, 2006  (Company News)
Advantech won the Top 10 Taiwan Global Brand Award in 2004. For Advantech, the pleasure was not simply the honor, but the potential it entails for the whole enterprise. With the momentum to succeed, Advantech took on a series of branding actions last fall, starting from changing the corporate slogan from 'Your ePlatform Partner' to 'Trusted ePlatform Services.' Advantech further co-worked with Interbrand, a renowned branding consulting company, to take further steps towards making the company's brand promise a reality.
At January's Advantech Kick-off Meeting, CEO KC Liu, elaborated on the notion of branding; 'Trust is intended to mean devotion: we must deliver 100% reliable quality to our customers; ePlatform refers to all the industrial computing platforms that we offer; and Service implies that we always provide customers a complete solution to help them succeed.' To realize this brand vision by the year 2010 it is imperative that Advantech starts from basic brand actions: 'finding out what customers really want, and fulfilling their requests any way we can.'

To implement brand actions thoroughly, Advantech conducted a series of brand activities from the beginning of 2006. Distinguished luminaries were invited to come to Advantech to make speeches, including Dr. Joseph Pai, the chairman of Ogilvy & Mather Taiwan, Mr. Davis Chen, former Acer brand manager, and Ms. Linda Tsai, former General Manager at Ogilvy & Mather Taiwan. Meanwhile, brand building concepts and practices were slowly growing in many Advantechers' minds via internal study groups.

The climax of these brand activities was the branding workshops in late February, directed by Interbrand. The first Brand Positioning Workshop was to explore the optimal brand position for Advantech with an aim to build long-term competitive advantages in this fiercely competitive market. The second Brand Action Workshop was to draw a detailed brand vision and further to formulate follow-up action plans.

Though this series of branding activities are limited to Taipei headquarters, many Advantechers from overseas branches, including Japan, Singapore, UK, USA and Mainland China, have all expressed their concern and passion for the Advantech brand through e-mail. During the Workshop, someone proposed the concept: 'Brand building is each and every Advantecher's ultimate responsibility.' It may sound like an obvious slogan, but it is truly the key to realizing Advantech's brand promises!
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