Rebranding with purpose

Eduardo Conrado

Eduardo Conrad, chief marketing officer for Motorola Solutions, recounts the rebranding of mobile telecoms company Motorola in 2011.

Rebranding with purpose

Eduardo Conrado

Marketing tools defined what Motorola Solutions stood for and translated these values into customer and employee experiences.

In 2011, Motorola Solutions (formerly Motorola Inc.) had a once-in-a-lifetime opportunity to rebrand itself after spinning off its consumer division as a separate company. Our products — communications solutions used by public safety agencies and businesses around the world — play a major role in people's daily lives. But few knew about this part of the company.

For 80-plus years, the Motorola brand has been known for innovation, and we wanted to build on that heritage while resetting...

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