As part of a larger branding initiative, Arrow Electronics needed a go-to-market descriptive name for their Global Asset Disposition Solutions that filled the gap between functional services and aspirational benefits. A competitive analysis was conducted along with a solution deep dive and industry analysis. Leveraging the brands ownable characteristics the name Value Recovery was created.
“Recovery” is descriptive of both the services Arrow offers and the benefits customers receive (recovering value, revenue, resources and time). The accompanied positioning shifts industry conversation from problem resolution to unlocking opportunity. From ‘Refurbish and Dispose” to ‘Discover and Extend.”