Mitel has unveiled a new corporate brand, the latest in a series of strategic moves. During the past 18 months Mitel has doubled in size, broadened its market presence and expanded its scope of offerings. The branding being introduced today reflects this new Mitel, said the firm.
"Mitel has undergone a massive transformation," said Rich McBee, President and CEO of Mitel. "We have the strongest market position we have ever had and the fastest-growing cloud business in our sector.
"We also have a broad portfolio. This combination enables us to address the needs of all kinds of customers, from the smallest to the largest organisations. The new Mitel is a company on the move, and the rebranding is another major milestone on our journey."
The introduction of the new Mitel brand follows an active period of strategic mergers and acquisitions, including the integration of four companies in just over a year. As of today, the company is unified under a single Mitel brand worldwide.
"Capitalising on industry change, innovation, and emerging opportunities have been at the root of success for Mitel throughout our history. The heritage of our past and the opportunities of our future are embodied in the endurance of our name - Mitel," said Terry Matthews, Mitel chairman and company co-founder.
"Our original name is now supported by two interlocking connectors and a new tagline - Powering connections - which together reflect the unprecedented connected nature of the world we live in and the global ecosystem of customers, partners and suppliers who have been central to our success since we founded the company more than four decades ago."
Mitel developed the brand in close consultation with customers, partners, and employees. Beyond the new visual identity, the brand reinforces the company's confident brand promise - to power the success of every customer, every communication, every time.
"In this digital world, the success or failure of any company depends on one thing - the voice of the customer. The development of this brand began with an extensive brand and market research assessment with our customers and partners," said Martyn Etherington, Mitel's chief marketing officer.
"They communicated, loud and clear, that their success depends on making connections. And they demand choice and flexibility to take advantage of constantly evolving technology."
Martyn Etherington has written a blog post that outlines the business objectives and strategy behind Mitel's new brand. Click here to read