When International Communications Group came to Haley Brand Aerospace Agency, it was having a hard time standing out in its ultra-competitive market. The company needed new branding, new positioning, and new messaging that would help it make a splash with consumers of today.
International Communications Group
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 Brand 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.
Through several targeted ad campaigns, Haley Brand was able to create an ICG identity that finally resonated with customers – one that addressed their needs, worries, and emotions. We also used carefully placed media buys in high-circulation industry publications to give ICG a boost in visibility with its target demographic.
In addition to guiding ICG’s new branding, advertising, and collateral creation, Haley Brand also created new tradeshow materials, stands, and booths, making the company more of a standout on the crowded expo floor. In the end, it was these efforts – when combined with our media buying, branding, and positioning expertise – that made ICG a recognizable, profitable player in the satellite communications marketplace. So much so, it was purchased by aviation giant Collins Aerospace.
“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.”
VP of Sales and Marketing, International Communications Group
INTERNATIONAL COMMUNICATIONS GROUP