Revitalized brand now reflects company’s growing value to consumers, customers and shareholders
“Our leadership developed a successful growth strategy. Historically, we
were largely perceived as an ATM and point-of-sale provider and now
companies across industries come to us for complete solutions—from
consumer experience design and mobile software to cloud services and
transformation consulting,” said
As Johnson explained, NCR is a leader in many of the areas it serves, including ATM, self-checkout and restaurant solutions. NCR also has a large, rapidly growing software and mobile technology business, and is recognized on the Tech Research International Global Software Top 100 list.
“We needed a way to express all that we make possible for businesses and customers around the world. Our revitalized brand—complete with a new look, feel and voice—now embodies who we are, what we do, and the difference we make in people’s lives, every day,” said Johnson.
For example, the brand value is distilled into a new essence, Everyday made easier™.
A grassroots approach to communicate the new brand essence—and associate this identity with the NCR of today—is proving successful. NCR, through focus groups with employees, identified its key characteristics—trusted, innovative, vibrant and agile—and then empowered its 26,000 employees in three primary ways: through an internal Live the Brand campaign that recognized individual and team contributions to the brand; through development of a Brand Ambassador network of 410 employees who help share the NCR story internally and externally; and by way of the first-ever companywide volunteer initiative, the NCR Big Give, which celebrates employee participation in local charities and events that they’re most passionate about. Already, employees have taken part in more than 500 volunteer activities across more than 20 countries.
Johnson added, “People today don’t just buy what you’re selling. They buy into who you are and what you believe. That’s the power of brand. And employees are the heart and soul of every brand, which is exactly why we took an employee-first approach. As a company, we are stronger than ever. And now, thanks to our employees, we’re connecting with the world even more powerfully than before.”
About
NCR is headquartered in
Website: www.ncr.com
Twitter:
@NCRCorporation
Source:
NCR Corporation
Kevin Ruane, 212-589-8553
kevin.ruane@ncr.com