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Rebranding for Transformation

Anterix, formerly pdvWireless, is on a journey to modernize critical infrastructure through the delivery of transformative broadband. This new mission requires a brand that captures their team's passion and communicates a story that resonates with their customers and partners.

The Power of Your Brand

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How can a strong brand help your business succeed in a competitive market?

New Mission, Market, and Target Customer

As the FCC neared a decision to broaden commercial use applications for their wireless spectrum assets, Anterix desired to better position their business model that enables utilities to deploy a modernized grid that is more secure, resilient, and 100% utility controlled. With this new focus, the business needed to align a new Brand, Name, Positioning, and Brand Identity to its new mission and target customer.

Ask Yourself...

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Does your brand still meet your current business and customer needs?

Are you consistently monitoring your brand health with ongoing customer feedback?

Does your business measure Net Promoter Score (NPS)?

The Journey

CMG collaborated with Anterix to define new brand attributes, select a new name, design a visual identity, create a brand platform, and develop an activation plan.

Part 1 of the Anterix project

What will the new brand represent? What is its mission?

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Part 2 of the Anterix project

How will the business select a name that reflects our brand attributes and mission?

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Part 3 of the Anterix project

How will the visual identity and logo embody the brand's new name and mission?

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Part 4 of the Anterix project

How will the Brand come to life in communications?

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Part 5 of the Anterix project

How does the brand announce itself to the world?

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Step 1: Attributes

When we think of brand, the visual identity (e.g. logos, colors, etc.) is generally the first thing that comes to mind. But these brand elements are really representations of who your organization is and what it represents at its core.

For Anterix, the brand needed to accurately represent its new mission of modernizing critical infrastructure.

Through the combination of interviews, working sessions, and primary and secondary research, we were able to collaboratively land on Anterix's core attributes of "foundation", "strength", and "transformation".

Step 2: Name

The next step of our journey was creating a name that reflected the new brand identity and mission.

This included generating initial ideas based on core themes, vetting ideas and eliminating those with potential conflicts, and facilitating final evaluation among Anterix's steering committee.

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Initial ideation phase of Anterix's name selection funnel
Initial vetting phase of Anterix's name selection funnel
Short-List phase of Anterix's name selection funnel
Final section of Anterix's name selection funnel

As trusted advisors and collaborative partners, CMG was well equipped to facilitate the creative process; manage all stakeholders including cross-functional teams and third-party agencies; and build alignment through consistent communication.

Step 3: Visual Identity

The task: build a new visual identity and logo that embodies the name and communicates the organization's new mission.

Anterix logo
Anterix's phonetic spelling.
Anterix logo

Step 4: Platform

Partnering with executive leadership, CMG delivered a full suite of branding and creative assets geared toward the company's new vision: Brand, Name, Positioning, Messaging, Logo, and Visual Identity.

Brand Playbook

Anterix brand playbook example


Anterix website

Internal Sales Training

Anterix brand visual identity example

Brand Identity

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The personality of your new brand comes alive through its visual and messaging elements.

Step 5: Activation

Lift off! CMG supported internal and external launch plans that announced Anterix to the world, culminating with a NASDAQ unveiling. Internally, experiential activities and informational tactics prepared employees for a new era. Externally, a new website, Investor Day support, and PR talking points brought Anterix's new mission to life.

Anterix rebranding announced on NASDAQ building in New York City.

The Big Reveal

Launching your new brand is equally important to its strategic foundation.

A successful brand activation is a carefully coordinated endeavor that needs to clearly resonate with external customers and shareholders, as well as internal employees. It has the power to generate significant momentum to propel your business forward.

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We chose CMG because they brought experience, credibility, and a genuine interest in hearing from us about the potential of our mission and business.

Anterix, our new brand, emerged from CMG's facilitation of a thoughtful process that they led with us, and culminated in a brand reveal and website launch that captured the imagination of our customers, employees, and shareholders.

I would recommend CMG as a partner in your own branding journey."

Morgan O'Brien
Executive Chairman

Interested in starting your own branding journey?