Canon
Business Services Rebrand
Canon Business Services is a B2B market leader in digital transformation, business process optimisation, cloud technologies, and secure IT managed services. These services sit under the the Canon consumer brand which has great emotional power and engagement. However, a lack of consistency of the canon brand was failing to connect with people in the same way they connect to consumer audiences. Refreshing its B2B offering through new brand positioning, the new platform lets Canon Business Services connect with its customers on a human level. The work drew on the strength of the Canon consumer brand, celebrating the power of the individual, the power of personal vision, and the difference one person can make in the world. In the case of Canon’s Business Services, this is expressed as ‘No one does it like you’.