SAN FRANCISCO (19 September 2011) – Landor, a brand consulting and design firm, today unveiled a comprehensive new branding program for NII Holdings, Inc.’s licensed Nextel brand in Latin America. The new brand embodies the evolution of the company, creating a stronger brand connection with current business customers, while attracting high value individuals in Argentina, Brazil, Chile, Mexico, and Peru.
Landor’s rebranding program for NII Holdings came on the heels of extensive research on the Nextel brand in the Latin American market. Research revealed that target business and high value individuals in search of a lifestyle brand that affords them the opportunity to be more productive and do more with mobile technology are responsive to the Nextel brand’s ability to connect customers in real time using its innovative push-to-talk technology.
Greg Santoro, EVP, Chief Marketing and Strategy Officer at NII Holdings said, “Our research showed that there was a high net worth segment of the population in Latin America that are ambitious and driven and want to be associated with a wireless company that helps them achieve their goals. They strongly value the Nextel brand. Landor’s work helped the Nextel brand capitalize on the company’s strengths by creating a memorable, customer-centric brand identity that embodies the evolution of the company.”
Landor’s work includes a complete overhaul of nearly all points of customer interaction with the brand from visual identity, house style and tagline development to brand voice and employee uniforms. Landor also redesigned many of the brand elements on the actual phones, including the mobile phone packaging and the power up/down screens. Landor also redesigned retail stores and kiosks with key customer needs in mind.
The new identity system, which begins rolling out today, features a lower-case Nextel word mark set in a customized, orange typeface. The ‘X’ in the center is made up of “the connector,” or two arrowheads pointed at each other to frame ideas and personal stories of customers. To extend that message, the tagline, developed by Landor, “Tu mundo. Ahora” (Spanish) and “Seu mundo. Agora” (Portuguese), will be used. Together, the new brand work is serving as inspiration for a major advertising push across NII Holdings’ markets; each local advertising team has been encouraged to build on the new positioning to better connect with their customers.
About NII Holdings
NII Holdings, Inc., a publicly held company based in Reston, Va., is a differentiated provider of mobile communications for business and high value customers in Latin America. NII Holdings has operations in Brazil, Mexico, Argentina, Peru and Chile, offering a fully integrated wireless communications tool with digital cellular voice services, data services, wireless Internet access and Nextel Direct Connect® and International Direct ConnectSM, a digital two-way radio feature. NII Holdings, a Fortune 500 and Barron’s 500 company, trades on the NASDAQ market under the symbol NIHD and is a member of the NASDAQ-100 Index. Visit the company’s website at www.nii.com.
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