OVERVIEW: Avnet is one of the largest middlemen in the global electronics and components distribution business. Blank face. Means a-b-s-o-l-u-t-e-l-y nothing. I know. But that was my role in helping to evolve Avnet’s brand strategy, to make something interesting you’d otherwise not bother to care about. Distribution is not cool. Electronics distribution is even less cool. But distribution is more than distribution. What I’m saying is, distribution isn’t as easy as it looks. Let me explain.

A company is skunk working on a game-changing product innovation, like maybe an Ai pin. The product requires a bill of materials and components required for assembly and production — how do you do that efficiently, within budget on schedule, on different continents? Thousands of moving parts and pieces require air traffic control-like orchestrated with surgical accuracy to get products to market. Just because your engineers drew it up, doesn’t mean you can serve it up, if you know what I mean. Avnet does this. Thing is, the market didn’t know this about Avnet, and guess what, neither did Avnet until we discovered this in our research.

Helping new ideas get off the ground and stay afloat in the marketplace is irreplaceable in business. Avnet is a global technology solutions company that helps professional engineers, entrepreneurs, and startups take their tech projects from idea to design and from prototype to production at scale. “Reach Further” launched globally in 8 counties with a new visual brand identity which hadn’t been refreshed since the 1980s, and a new global marketing campaign.

SUPERCHARGER:
Help a global electronics giant discover and understand their powerful ability to accurately orchestrate getting products from idea to market. Ultimately manifesting in a fresh brand identity and the "Reach Further" marketing campaign.