ARINC—Global Re-Branding Initiative

ARINC contacted JANSON in 2003 to support the development of a product-oriented positioning campaign for the aviation industry. High in concept and strategic in messaging, the main program components focused on the bottom-line benefits of the offerings, but used unexpected, almost ethereal imagery to convey the message. With the successful launch of this and other branding programs, JANSON took on a larger role: A corporate campaign that focused on ARINC's rich heritage and the critical role it plays across a variety of markets.

In the spring of 2006, ARINC embarked on a global re-branding initiative to assess strategies and tactics that would help reshape the company's marketing efforts to increase visibility of its capabilities and extend company-wide reach. JANSON led the branding effort to appraise ARINC's current position in the marketplace and positioning for future growth, performing significant upfront research, brand valuation and internal messaging workshops.

The result of this year-long initiative was the culmination of an enhanced brand platform that is understandable and universal across a variety of ARINC's commercial and government sectors. The new brand has been enthusiastically received by ARINC management and employees, as well as by external audiences, and is now the basis of a company-wide, strategic communications program. JANSON recently completed an advertising campaign featuring the new brand and is currently rolling out the brand across the company's many communications channels, including a strategically driven Internet and Intranet program and e-Ticket kiosks.