Verifone: Branding Outside the Box

Rebranding a technology pioneer to confront market disruptors.

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Facing a rising tide of market disruptors, Verifone needed a cohesive and consistent brand platform that could communicate a powerful value proposition to the world's top merchants, banks and resellers. In this marketplace, Verifone had a unique advantage: the knowledge and problem-solving strength of its people, who had long been a trusted resource to the world's largest retailers and financial institutions.

The new Verifone brand is built on the ability of its engineers and product developers to transform payments technology from a cost of doing business to a driver of growth and profitability. The brand was activated through a global employee engagement program that transformed its disparate workforce into highly motivated brand ambassadors. Externally, the brand was introduced through a global marketing campaign that showcased the true power behind the company's ubiquitous payment devices: its people.

Jun 12, 2016
DeSantis Breindel
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