Xilinx - Xilinx

The Company
Xilinx is the worldwide leader in programmable logic solutions that fuel product innovation in diverse markets worldwide and are designed in a wide range of applications.  They offer an aggressive technology portfolio that includes The Virtex and Spartan families of Field Programmable Gate Arrays (FPGA) and the Coolrunner family of Complete Programmable Logic Devices (CPLD).

The Task
The Xilinx brand portfolio was rapidly growing as new product releases were introduced every quarter. Xilinx engaged Addison Whitney in a three phase branding effort. Xilinx wanted Addison Whitney to assess its existing corporate and product brand positions, review its current visual image and recommend the optimal visual image and market position for the programmable logic industry.

The Addison Whitney Solution

Research & Analysis
External research was conducted in five countries to gain a global perspective of the current and ideal brand image for Xilinx and its product brands. Careful analysis of this information allowed Addison Whitney to define the corporate positioning and most valuable market position for each product family brand.

Brand Strategy
Addison Whitney began building a sustainable brand strategy by base lining the current position and visual image of Xilinx. A robust competitive assessment and an extensive visual audit were completed to understand the "as-is" situation. Internal interviews with key executives unveiled the corporate perceptions of the brands. With the help of the external research a positioning platform was created, which guided the development of future collateral and messaging materials to ensure a clear and consistent message to the marketplace.