Bold Branding for B2B

A couple of years ago, I was part of a rebrand for Maxim Integrated, which we called “a 2.5 billion dollar company no one has ever heard of.” I was also at Hewlett-Packard when they ran their first television ads in the 1980s. It’s not easy. It takes a ton of money, or imagination and innovation. 

Check out AdAge’s article on Arrow Electronics’ campaign, developed by Olgivy.

Arrow Electronics is looking to ditch its self-proclaimed “biggest electronics company you never heard of” label. One year after its first national TV campaign brought down its corporate website, it’s using animated digital ads to help tell the story of what the company does.

In this phase of its rebranding effort, Arrow sales staff have been showing off the YouTube animated shorts on their iPads for the past few weeks — with the latest incarnation set to release this week. The 30-to 60-second pieces are part of Arrow’s “Five Year Olds on Five Years Out” campaign, which highlights the company’s various services as told through the mind of a five-year old.

Don’t believe it? Leonardo DaVinci wouldn’t lie:

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