Naming and Positioning

Within 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, facilitated brainstorming session, 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.”

As the lead and sole strategy consultant  I helped Arrow Electronics create their brand purpose and strategy, operationalize this strategy through a solutions portfolio and visual design system in collaboration with designers,  apply the brand to recruiting, on-boarding, and retention efforts,  develop a verbal identity, and sales enablement program.