Juniper Networks brand relaunch: standing out from the crowd

Juniper Networks took a step back a re-evaluated what it stood for

In a sea of blue, grey and white, Juniper Networks has decided to go green.

Not only in the environmental sense, but also for its new logo. And the stand-out colour is just part of what has been a global brand refresh for Juniper Networks this year.

Recognising Juniper needed to stand out in the crowded data networking space, the two-decade old business – a veritable lifetime in data networking—took a step back a re-evaluated what it stood for.

Michael Marcellin, CMO at Juniper Networks, said over the past few years, Juniper has expanded and evolved into new business areas and customer verticals.

“When you expand into new areas, sometimes it’s a challenge to bring it all together and properly articulate why someone should work with Juniper in general,” Marcellin told CMO. “We spent a lot of time talking to customers and sales teams prior to the refresh, and for them it was a question of what the most resonant messages are, and why customers work with Juniper.

“We spent time with the executive team as well, ensuring we are aligned with where the industry is heading into the future. We didn’t want to develop a new brand story that worked only for today, we wanted to look forward and be aspirational and durable.

“It is a noisy space, and our competitors are much larger than us, with much larger marketing megaphones, so we need to ensure our messages are highly relevant and targeted.”

Looking around the market, Juniper  realised all the businesses in the same space had the same coloured logos, making differentiation harder. So it went from blue, grey and white coloured branding, to green. It also changed the tagline to ‘Engineering Simplicity’, which Juniper has since found has a 37 per cent brand recall.

“We ended changing the look and feel of everything we do, but it didn’t start out that way. We did some research online, both qualitative and quantitative, and ended up changing the primary colour the company is associated with,” he said.

“The scientific study of our primary six to eight competitors showed how they were all really centred around a narrow colour palate. We decided we could break out of the pack by leveraging a different colour palate. Now Juniper looks quite different.  

“Everything we do from a marketing perspective is about differentiation and challenging the status quo.”

Juniper also decided to do the launch differently, and rather than having a big relaunch, they held a succession of soft launches instead.

“We didn’t refresh everything to come out with one big bang. Instead, we started to introduce the story of the brand at customer events, and weave it into media events and other events.

“We didn’t want it to be a marketing bang, rather, it was a recommunication of the vision of the company and we wanted to ensure everyone was behind it first. Now, it’s the true north for the entire company. If this was just a marketing tagline without everyone in the company behind it, six months later we’d have to do something else.”

So far, the refresh has been resonating with customers.

“We’re seeing high numbers in terms of relevance of new message, of up in the high 80s and this spans all of our solution areas, and all of our verticals. We’re also seeing 40-50 per cent of unaided awareness in a very crowded market,” Marcellin said.

In the future, Juniper will be increasing its personalisation in the B2B market.

“B2B customers do want a more personalised experience now, and personalised on a few different dimensions now, such as job role, what company, what industry, and how we can deliver simplicity across all of those.

“The marketing tech is remarkable in that way, it’s personalised while not being creepy, so we’ve struck a nice balance with that.”

Check out more of CMO's profiles of B2B marketing leaders:


Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in