NCR

A new brand for a new world

When NCR, the global leader in self-service and point-of-service technology solutions spun off Teradata, its largest and fastest growing subsidiary, it took the opportunity to refresh its own 125-year old brand. The new identity, ad campaign and collateral system that PARTNERS+simons created re-established NCR as a leader in innovation and helped dispel doubts within the organization that NCR could succeed without its largest subsidiary.

NCR wanted to reposition the company as a leader in innovation for the burgeoning self-service and customer interaction market. We created an integrated campaign that invited prospects and customers to “Experience a New World of Interaction,” leveraging a sleeker, more contemporary look and feel for the brand. We built a global messaging architecture and collateral system, making it easier for the company’s various global divisions to adopt and execute on the new brand platform. To ensure buy-in from NCR’s employee base, we also created a comprehensive playbook detailing the new brand.

The new NCR brand was launched internally at the 2008 Retail Delivery Show—the largest retail financial services event in the world. NCR’s Chief Strategy and Communications Officer reported that “the launch at RDS was special. Our employees are energized, our customers were excited, and as a team, we executed.”