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Avnet Launches a New Global Branding Campaign – ‘Reach Further’


New brand reflects the company’s purpose of guiding today’s ideas into tomorrow’s technology

Avnet unveils “Reach Further,” its new global branding campaign. Aimed to leverage its customers with a next-gen navigation experience – the new initiative will have a cohesive marketing, digital and media strategy to introduce a new brand and visual identity which underscores Avnet’s approach and commitment to helping customers reach further every day.

Reach Further is known to reflect Avnet’s corporate transformation as well as the collaborative relationship with the company’s customers in navigating the complex process of bringing new technology to the marketplace.

Today, hundreds of thousands of design engineers from start-ups to leading technology OEMs utilize the company’s design and supply chain services and rely on its large volume, broad line distribution capabilities. In two simple words, Reach Further expresses how Avnet helps the smallest start-ups to the largest technology multinational corporations move swiftly and seamlessly from idea to design and from prototype to production.

“Reach Further is our promise that Avnet and each of our employees will do whatever it takes to guide customers and partners toward their most ambitious goals,” said Avnet Chief Marketing Officer Kevin Sellers. “A brand is more than a marketing campaign, it is an authentic expression of the character and values of the company. The Reach Further mantra reflects a solemn commitment Avnet is making to makers, inventors, entrepreneurs, design engineers and suppliers.”

“In our increasingly connected IoT world, and one where tools and capabilities for invention are becoming more readily accessible, this campaign presents us with an opportunity to distinguish how we uniquely help our customers navigate each stage of the product lifecycle. Avnet helps companies around the world realize technology’s potential to transform business, and our new brand symbolizes our promise to help them reach further in pursuit of their highest aspirations,” added Sellers.

Avnet’s new logo replaces red with green to symbolize growth and possibility. The global campaign reflects the largest investment that Avnet has made in a marketing campaign during its 96-year history. It includes a focused mix of B2B print and digital advertising, paid and organic social media, digital display and video, and search engine marketing, as well as a new website and engagement program for Avnet’s 15,000 employees around the world. Supporting activities include trade shows and events and corporate social responsibility programs to extend and build awareness.

The company’s newly launched website has been designed to provide quick access to information through improved navigation and increased access to an expansive list of products and services. Users will have a consistent and simple experience across the site, whether they are researching new technology solutions or actively shopping for electronic components.

In addition, Avnet is introducing its “A-Frame,” a new graphic element to build brand recognition that represents the company’s dedication to progress and collaboration and is used to highlight or frame important moments.

Reach Further embodies the role of the traditional “Sherpa” for Himalayan expeditions who provides the experience and guidance to manage challenging expeditions.

The rebranding culminates several strategic business moves, including the recent acquisitions of Premier Farnell and that Avnet has made to reach further into the conception, design and prototyping processes.

In addition, the launch of Avnet’s online resource directory provides individuals and startups with access to a comprehensive ecosystem of the strategic and tactical resources needed to turn a pioneering new product vision into a marketable reality.

While the Avnet Innovation Lab at Arizona State University provides business consultation and funding for entrepreneurs developing technology, especially new inventions that advance the Internet of Things (IoT).


BiS Team

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