Mitel Unveils New Brand Identity

Channel-oriented unified communications purveyor Mitel has launched a new corporate brand, the latest in a series of strategic moves. In the past 18 months, Mitel has doubled in size, broadened its market presence and expanded its scope of offerings.

“Mitel has undergone a massive transformation,” said Rich McBee, president and CEO of Mitel. “We have emerged as a truly global industry leader in our market. We have the strongest market position we have ever had. Our award-winning cloud solutions offer Mitel customers the best path to cloud communications, and they have given us the fastest-growing cloud business in our sector. We also have the broadest portfolio in the industry. This combination enables us to address the needs of all kinds of customers, from the smallest to the largest organizations. The new Mitel is a company on the move, and the rebranding is another major milestone on our journey.”

The introduction of the new Mitel brand follows an active period of strategic mergers and acquisitions, including the integration of four companies in just over a year. The company is now unified under a single Mitel brand worldwide.

“Capitalizing on industry change, innovation and emerging opportunities have been at the root of success for Mitel throughout our history,” said Terry Matthews, Mitel chairman and company co-founder. “The heritage of our past and the opportunities of our future are embodied in the endurance of our name – Mitel.”

He added, “Our original name is now supported by two interlocking connectors and a new tagline – ‘powering connections’ – which together reflect the unprecedented connected nature of the world we live in and the global ecosystem of customers, partners and suppliers who have been central to our success since we founded the company more than four decades ago.”

Mitel developed the brand in consultation with customers, partners and employees, it said.

“In this digital world, the success or failure of any company depends on one thing: the voice of the customer. The development of this brand began with an extensive brand and market research assessment with our customers and partners,” said Martyn Etherington, Mitel’s CMO. “They communicated, loud and clear, that their success depends on making connections. And they demand choice and flexibility to take advantage of constantly evolving technology.”


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