Juniper Networks challenges business leaders to Build More Than a Network
Client
Juniper Networks
Agency & Role
Edelman, Brand Planner
Goal
Inject new life into the Juniper brand to help them earn the recognition that their cutting edge network building products and services deserve.
Challenge
Write a brand narrative that allows Juniper to stand out from big box network providers, and inspires business leaders to invest in premium digital transfomration.
Strategy
The brand narrative and resulting campaigns are all centered around an essential truth about business today: IT decisions have moved from the backroom to the boardroom, to become some of the most important business decisions companies make.
With this in mind, we conducted thorough research across the company's offices, verticals and product offerings, analyzing our findings in the context of the company, the category and wider culture. It became evident early on that Juniper was a Challenger brand that did more than just transform IT practices - they transformed their clients' businesses. We knew Juniper needed to embrace and celebrate this truth, and Build More Than a Network was born.
