• About MDM
  • Cart
  • Terms & Conditions
  • Privacy Policy
  • Cookies Statement
  • News
    • Premium Articles
    • Latest
    • Technology & Digital
    • Mergers & Acquisitions
    • Talent Development
  • Resources
    • Store
      • Market/Economic Data
      • Management
      • Economic Benchmarks for Wholesale Distribution
      • Sales & Marketing
      • Special Reports
      • What Customers Want
    • Conferences
    • Webcasts
    • Podcasts
    • Directories
      • Associations
      • Buying and Marketing Groups
      • Investment Bank Guide for Distributors
    • Free Reports
    • Partners
  • Research
    • 2019 Market Leaders lists
    • MDM Analytics
    • Economic Benchmarks
    • Industry Competitive Landscape
    • White Papers
  • Subscribe
    • MDM Daily Update
    • MDM Premium
    • Podcasts
  • Premium
    • Download The Issue
    • Subscription Renewal
  • Sign In
  • Sign Out
  • My Account
Home » Blogs » Distribution Operations » Recommended Reading: Avnet Reconnects with Customers

Distribution Operations
Distribution Operations RSS FeedRSS

How distributors can optimize their operations for greater profitability.
Distribution Interviews / Eric Smith / Distribution Sales & Marketing / Distribution & Manufacturing M&A / Electronics Distribution / Avnet

Recommended Reading: Avnet Reconnects with Customers

May 16, 2017
Eric Smith
No Comments
Eric Smith, Associate Editor

Avnet's recent rebranding campaign was driven by a changing electronics components marketplace that is squarely focused on new technologies, as well as recent acquisitions and divestitures. The Phoenix, AZ-based distributor wanted a new look and feel because it is a "totally different company," says the company's CEO, Bill Amelio, in MDM Interview: Behind Avnet’s Rebranding Campaign.

"How do we express that in such a way that we’re able to get all of our employees aligned in the same direction and make it clear and crisp to our customers and our suppliers who the new Avnet is?" Amelio says. "What better way to do that with a brand launch and some creative videos and discussions and talking points and getting everyone charged up in the entire company? It’s quite amazing how we’ve been able to engage and energize 15,000 people across the company."

Amelio says the "$20 billion to $30 billion dollar connective-device world" was a major driver of the rebrand, which included a new logo, color scheme, website and tagline – “Reach Further” – with the goal of creating a unified message that “symbolizes growth and possibility.” The company "shipped about 300 million internet of things devices this past year," and it's working to "build out a little ecosystem of the device, the gateway, the network and all the way to the cloud."

The company also recently spun off its Technology Solutions business and acquired Premier Farnell and Hackster, so a new positioning statement following these structural changes would allow the company to refresh its mission of "helping customers navigate an ever-changing technology landscape."

"It wasn’t just about changing the business to get improvement in top line and bottom line," Amelio says. "It was also about changing the culture to one where people feel good about the business. We’ve learned that the more engaged employees are into the well-being of the company, the better the end result in how the company performs out in the marketplace."

Read more about Avnet's rebranding and other thoughts on the industry from Amelio in MDM Interview: Behind Avnet’s Rebranding Campaign.

Related Articles

Recommended Reading: How Data Can Create a Preferred Path to Market

April 2017 M&A Roundup: Building Materials Distributors Lead Expansion in April

Tip: Leverage Social Media to Attract Distribution's Next Generation

Go Beyond the Hype to Capitalize on Disruptive Tech

5 Tips to Retain Customers in the Age of Transparency

Recent Comments

Outstanding article that many distributors need to embrace....

I wish I had more time with Dr....

[No title]

Dr. Stephen Pearce profoundly impacted both the thinking...

I don't see a slowdown at all! In...

Post a comment to this article

Report Abusive Comment

Popular Stories

  • Distributors are About to Get Commoditized

  • Distributors Struggle with Online Pricing

  • Finding Your ‘Why It Matters’

  • Convenience Will Deliver Sales and Loyalty

  • What are College Seniors Looking for as They Enter the Distribution Field?

Subscribe to MDM Update Newsletter

Your best source for news and trends in the wholesale distribution industry

Join Today
  • ABOUT MDM
    • About
    • Terms and Conditions
    • Authors
  • HELP
    • My Account
    • Login Help/ Password Reset
    • Research
    • Privacy & Data Act

CONTACT
6309 Monarch Park Place, Suite 203
Niwot, CO 80503, USA
Phone (303) 443-5060 
Toll free (888) 742-5060

 

Copyright ©2019. All Rights Reserved

  • Privacy Policy
  • Terms and Conditions