Expectation assurance...and a bit more


GNTS/Cabletron

The Challenge - Creating an Identity for a Technology Service Brand

Cabletron Systems, a leader in network infrastructure hardware and software, several years ago divided the corporation into four separate operating companies. The services arm of Cabletron became GlobalNetwork Technology Services (GNTS) with the mission of building its own market valuation, a new brand in the IT services market, and launching new divisions in network management and infrastructure consulting. GNTS turned to Bridgeman communications to articulate this new positioning, launch its corporate and divisional brands from scratch, and reconcile corporate and division brands.

The Approach - Targeted Media and Analyst Briefings

To establish its own independent corporate identity, GNTS needed to separate its brand association with Cabletron, quickly building brand equity to reinforce the “high-end/high-value” IT services mantra. The public relations strategy crafted by Bridgeman elevated the media profile of the company’s consultants as industry thought leaders, while communicating the company’s growth and value strategies to the analyst and business media community.

The Results

Within the first month, Bridgeman had crafted the messaging and CEO presentation to launch this new company before a packed house of financial analysts at the NYSE. After this rebranding kick-off, we went to work building brand equity for the divisions, such as the Information Assurance and Network Forensics divisions, where we elevated the proactive leaders’ profiles in top-tier media including CIO, USA Today, Newsweek, Network World, and through speaking engagements for the executives at industry events including RSA and the BusinessWeek CIO Summit.