Challenge
VeriFone was enjoying its time as the national leader in the electronic payment technologies field. Although it was performing at the top of its game domestically, VeriFone wanted to expand globally and be considered a full service payment solutions company instead of simply a hardware vendor.
Solution
After the acquisition of an Israeli company, VeriFone was doing more than half of its business internationally and was now ready to truly re-brand itself as a global entity. VeriFone partnered with Merge to create a new brand image that reflected its new world economy positioning in the global marketplace.
The first step was to build a selling language that focused on solutions as opposed to features and benefits of the devices. This new corporate vocabulary was explicitly devoid of jargon to ensure that it would be clearly understood by its new worldwide audience. The new selling language was implemented into all marketing materials to clearly position VeriFone as the complete electronic payment transaction solution in the world.
After adding this new language to all marketing collateral, Merge created modernized style guidelines that reinforced VeriFone’s image as an innovative, sophisticated worldwide company and extended the new brand standards across almost all forms of media, introducing the “new VeriFone” to the world.
Results
- New global look and feel that translated across languages and cultures
- A sales language for employees to communicate more effectively with customers
- Seamless transition with no disruption to customers
- First European acceptance of a consistent graphic identity program
