After a shift in strategy from Panasonic Corporation in Osaka, its US-based avionics subsidiary was left wondering about their identity, where they fit within the corporation and within their market. Motor was brought in to develop the division’s identity, solidify the Panasonic brand within the aviation space and develop a plan to further the company’s marketing initiatives. Five years and $2 billion in additional annual sales later, Panasonic Avionics dominates their market and is well positioned to expand aggressively into new markets.
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Panasonics Avionics Brand Book
The new brand was rolled out to 4,400 employees in 55 offices in one day. Each employee received this 32-page book and locations posted brand attribute art in lobbies and conference rooms.