Motorola Aims to Sharpen Its ‘Edge’ With Global Brand Platform

The Lenovo-owned company appeals to ‘change agents’ and influencers as the mobile alternative

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Motorola’s “batwing” symbol is as recognizable as ever. And its smartphone sales are growing at a nice pace. But for Motorola, all that isn’t enough.

As it releases a trio of new phones, Motorola wants to be thought of as more than a budget alternative to mobile market leaders Samsung and Apple. Therefore, Motorola is taking this moment to refine, rather than completely refresh, its brand identity.

Starting with the marketing theme of “the power to empower,” Motorola is unveiling a new global brand platform, one that is meant to answer some fundamental brand questions: How does Motorola communicate its identity to consumers? And where can it carve out a niche in a smartphone space dominated by two undisputed hegemons?

The response, as Francois LaFlamme, Motorola’s vp, CMO, Europe general manager, explained it to Adweek, starts with connecting to consumers who consider themselves “change agents.”

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