Kcom

With a new brand, a new business and a potentially market-changing new position, Kcom had a lot to talk about… and a very tight deadline to meet.

In the crowded telecoms, connectivity and hosting marketplace, standing out can prove a real challenge. But with plenty of experience to draw from, Proctors helped Kcom deliver a successful brand launch, all within a matter of weeks. Read on to discover how.

The Proctors response
Kcom is borne out of two existing companies: Affiniti and Kingston Communications. However, this new business enjoys more than a new name. It has become a uniquely customer-focused organisation, with the aim of setting a new industry standard in customer satisfaction.

This new focus is summarised by the positioning statement ‘Time to create tomorrow’. Essentially, Kcom frees its customers from the grind of technology management and maintenance so they can concentrate on other business priorities.

Using supplied guidelines as a springboard, Proctors set about communicating the new brand and positioning. Executions ranged from press ads through to posters, expanding MPUs, leaderboards and skyscrapers, even a whole new website. Photo opportunities for the press were organised, balloons released, and existing customers (who previously dealt with Affiniti or KC) informed of the change.

The results
This practical execution of an exciting idea was delivered – from concepts to customer desktops and doorsteps – on an ultra-tight 8-week turnaround. The Kcom team was pleased  with the development work undertaken by the Proctors team, and anecdotally we hear that the brand has been well-received by existing customers.