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I.T.E.N.O.S.
The 'white' brand was founded in October 2007 as the first German mobile communications provider for systems and machines (machine-to-machine). I.T.E.N.O.S. GmbH, an independent company within the Deutschen Telekom AG, commissioned the COUNTERPART GROUP with the brand communication and PR for white, with the goal of building up the company's profile and establishing the brand in the world of commerce and industry as well as in the individual customer segments.
Counterpart creative brands created the white logo, which is intended to have a strong emotional differentiation to other brands in the B2B field. In order to build up the renown of white and strengthen the trust in the brand, public affairs is running a two-step PR campaign. In the first step it was necessary to create an awareness for the niche market “M2M communication”, as this was still quite unknown in Germany. The author of this first step was the M2M Alliance, a multi-industry association for the suppliers of M2M solutions. As the next step, public affairs carried out pro-active agenda-setting for white and made the brand into the psychological market leader. In this step the relevant groups were targeted via various channels such as industry and financial media as well as on-line media. PR tools such as media co-operation, press conferences, journalistic trips and statements by experts underline the relevance of the new players.
In a very short space of time, public affairs was able to create an interest in the topic of M2M communication and to make the editorial boards of the media aware of white. The awareness of the brand has continually increased which also benefits white's marketing strategy.
