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Our Work > Case Study
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  • Repositioning the Fujitsu brand
  • Repositioning the Fujitsu brand
  • Repositioning the Fujitsu brand
  • Repositioning the Fujitsu brand
  • Repositioning the Fujitsu brand
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ImageRepositioning the Fujitsu brandRepositioning the Fujitsu brandRepositioning the Fujitsu brandRepositioning the Fujitsu brandRepositioning the Fujitsu brandImageImageImageImage
Fujitsu
Repositioning the Fujitsu Services brand

CHALLENGE. Fujitsu is respected for its non-pushy approach – the challenge was how to promote a brand that is proudly the master of understatement. 

INSIGHT. Positioning Fujitsu Services as the first among equals in an increasingly consortia led sector would enable the brand to become known by both competitors and customers as the trusted partner of choice.

SOLUTION. The Organising Thought – ‘Imagine. Perfect Partnerships’ aligned Fujitsu’s brand proposition with emerging themes of collaborative business practice (‘co-opetition’) within the sector. The 'imaginary' character, camouflaged within differing Fujitsu business arenas, highlighted Fujitsu's consultative business way – understated, trusted and always at hand.

RESULT. Fujitsu took what had been previously been seen as a brand obstacle and embraced it as a unifying brand attribute enabling the organisation to become 'Prime' supplier in consortia led business.

“The idea that James came up with was to position Fujitsu as the trusted partner of choice. He came up with an ‘organised thought’ – ‘Imagine. Perfect Partnerships’ – designed to align our brand proposition with emerging themes of collaborative business practice (‘co-opetition’) within the sector. The approach was enormously creative – quite different from anything else in the sector and this made Fujitsu stand out in a crowded market. The results were recognised and well received both externally and internally. Indeed, even now, some two years later, is still held as an example of best practice across the world and in our Tokyo headquarters.”

JANE BERRY, HEAD OF MARKETING. FUJITSU SERVICES