(COPENHAGEN, DENMARK, MAY 9th, 2012)
Jabra, the recognized world leader in innovative, high quality headsets and speakerphones, is going live with a complete makeover and reinvention of the Jabra brand. A new brand profile headlined ‘Jabra YOU’RE ON’ is being rolled out worldwide and is accompanied by a new online universe that spans across all previous market segments and customer profiles.
“We were looking to create a universal concept that would work in all markets and since the whole line between Business and Consumer Solutions is becoming more and more blurred, we aimed to create a brand identity that makes Jabra more relevant to individuals in companies and across all our business segments. It´s a strategic business move that is firmly anchored in our overall business strategy and our constant ambition to fulfill and exceed market expectations”, explains CEO of Jabra and main visionary behind the project, Mogens Elsberg.
According to Mr. Elsberg, the new brand identity and updated value proposition is a natural move for a leading technology company, known for its focus on research and development. As technology changes so does the needs of the customer, and it is important that Jabra in its brand identity and value proposition clearly communicate the ability to understand what customers need today and what they will need tomorrow.
Today Jabra delivers much more than just hardware, the company’s worldwide mission is to help customers fully explore the freedom of movement made possible by new technology and a brand that reflects and underline this unique value proposition. As market trendsetters, Jabra works to understand and excel at predicting how technology is fundamentally reshaping the ways we work, play and live. Using this knowledge, Jabra is able to deliver solutions to match the evolving needs of its customers.
A key element in the new Jabra brand profile is a complete rewrite and redesign of Jabra´s online presence. A digital universe has been built on jabra.com
that takes Jabra´s online communication to a new level by targeting user needs using a wide range of digital tools and social media. The goal is to connect even better with users and allow Jabra to learn and collect more data on user behavior and ultimately use that knowledge to present relevant solutions.
“The new online universe is a great tool that helps Jabra understand user behavior and react to it, providing our users with the content and service they desire. We´re fortunate to have a high percentage of satisfied customers and with the new site, we can improve customer satisfaction even further by delivering second-to-none online support. One example is putting up online videos with instructions on how to use a product that provide the support customers need right there and then to solve any problems” says Michael Harboe, Head of Online Marketing at Jabra.
‘Jabra YOU’RE ON’ is a powerful statement that empowers users to do exactly what they want and need, without having to worry about the device they´re using or understanding the technology involved. ‘Jabra YOU’RE ON’ is all about putting the individual in the center by saying “You’re in focus!�� – this is our promise to the world around us, to our customers and to our partners. It´s about connecting people emotionally to a brand that is dynamic and enabling and at the same time expressing what Jabra is all about.
“The new brand identity wasn´t born overnight, preceding the worldwide launch in May 2012 was a period of thorough market perception surveys, with representatives of all Jabra customer segments expressing their views on the Jabra brand. The input gave valuable insights that were used in the creation of a new, fresh and dynamic Jabra universe. The new visual universe is making life simpler, not more complicated for our customers” concludes Susanne Lund, Head of Marketing at Jabra.