International Communications Group
- Brand strategy & positioning
- Naming & verbal branding
- Identity & design
- Digital & social media
- Brand public relations
A Humble Beginning
When executives at International Communications Group first approached Haley Aerospace, the organization was a small one. A provider of satellite communications products for business aviation, air transport, military, and aftermarket clients, the company was in an ultra-competitive market, one with big-time brands that came with equally big-time budgets. They just couldn’t compete.
Though the company’s name certainly spoke to its product offerings, it was proving to be burdensome to brand recognition. Long and unwieldy, “International Communications Group” was hard to articulate, and it was even harder to recall when talking to a colleague or friend.
To address this issue, Haley Aerospace repackaged the name, shortening it to just “ICG”—a more bite-sized, memorable moniker that would surely stand out in customers’ minds. To ensure potential clients knew exactly what the newly-branded ICG offered, Haley created a unique logo that depicted both the company’s worldwide customer base, as well as its ability to connect others through communication products.
A Personal Pivot
To better contend with its big-budget competition, International Communications Group needed to build a more recognizable brand. Though at the time it had plenty of ads and collateral to reach its target audience, these materials were overwhelming, detailed, and not really aimed at addressing the needs or challenges of each unique customer. Instead of telling the potential customer what ICG’s products could do for them and their business, the materials instead explained the details and nuances of the products themselves—how they work, how they’re made, and other minute specifics.
Haley Aerospace turned this detailed collateral into product sheets and helped pivot the organization’s marketing collateral toward a more personal approach. Through several targeted ad campaigns, Haley was able to create an ICG identity that finally resonated with customers—one that addressed their needs, worries, and emotions.
From Rags to Riches
After Haley Aerospace’s assistance with media buying, brand repackaging and positioning, and advertising, ICG became a recognizable, profitable player in the satellite communications marketplace. So much so, it was purchased by aviation giant Rockwell Collins for a whopping $50 million.
Of the sale, ICG CEO Scott Trainum said, “Bringing ICG into the Rockwell Collins family is the culmination of 20 years of hard work by the dedicated team of professionals at ICG.” Haley Aerospace was a proud member of that very team.
"We thought we knew what to say to maintain our market share. It’s what we didn’t know that doubled it. Haley helped us discover our most valuable assets and market them effectively. The results have been beyond our expectations." Marketing Manager