TE Connectivity

Tyco Electronics was a $11-billion connector company who wanted to distinguish themselves from their Tyco legacy by re-launching the company as TE Connectivity. After a successful internal campaign and somewhat limited global launch, we had the chance to step back to spend more time with the leadership team.

TE had grown rapidly through acquisitions and needed to figure out how to package up their story: to pull together all the different pieces of the brand, to better connect with customers who didn’t understand their new name—or why they should care—and to somehow move from being a catalog company to being valued as a true design partner who was right there, co-engineering solutions alongside their customers.

We worked with TE’s Industrial team, Automotive group, Aerospace Defense & Marine, and spent a long time with Telecom Networks developing a entire campaign for TE’s Fiber Optics capabilities. I sat with General Managers and Chief Technology Officers and lots of seriously smart engineers, trying to figure out how to wrap it all together.

Then, during a marathon PowerPoint session on the eve of an investors' conference, I overheard the CEO put it in really simple terms. "Any system is only as effective as the connectors inside it. The connections are the weak link in the chain. Most people don’t realize that. We don’t just make them reliable; our connectors actually make the system better." That was all it took. Every connection counts. And we ran with it.

www.TE.com/AboutTE Redesign

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