Article: The Peculiar Case of the Coin with the Defect

In the dynamic world of audio-visual integration, AVI-SPL, led by CEO John Zettel, is making waves with its latest move. Zettel recently declared, "When confidence and curiosity meet, true transformation happens." This sentiment is at the heart of AVI-SPL's new brand campaign, which debuted earlier this year for ISE 2025 in Barcelona.

The campaign includes a revamped logo and a new website, marking a significant step in AVI-SPL's evolution. This transformation is not unique in the industry. Diversified, another integrator company, refreshed its brand about two years ago, changing its logo and adding a new tagline, "Create the Unforgettable."

Meanwhile, Almo Pro AV, formerly known as Exertis Almo, underwent a name change in Spring 2022. The change was a refresh, not a restructure, according to Dan Smith, EVP of Almo Pro AV. FORTÉ, another company in the industry, also changed its name earlier this year to reflect its expanding business focus.

Effective branding is more than just a cosmetic makeover. It's about accurately representing what a company does and what customers would say about it. FORTÉ's branding strategy, for instance, emphasizes selling solutions, expertise, services, and peace of mind, not just products.

Branding can open the door to new business and reinforce messages with existing clients. It can also help recruit new customers through word of mouth. This is evident in the writer's personal interactions, where a tradition of swapping snacks with Sam, who works for Wildwood Plus, has led to an exchange of treats at trade shows like ISE. At this year's event, the writer brought American delicacy Sno-Caps, and Sam brought him Polo mints, a well-known British candy.

A potential branding strategy could involve updating a logo or revisiting website design. For instance, the timeless Polo mint, around for more than 70 years, remains a symbol of enduring branding success in the U.K. A refreshed brand can make a brand "minty fresh," as AVI-SPL has demonstrated with its new campaign.

While at trade shows, the writer often works a wall-to-wall schedule, visiting other exhibitors and attending appointments. This busy schedule, however, doesn't prevent the writer from taking a moment to enjoy a proper lunch, supplemented with protein bars and warm diet sodas when necessary.

In the end, the writer's personal snack swaps and trade show experiences underscore the power of effective branding. It's not just about logos and websites; it's about creating connections, fostering trust, and inspiring curiosity—just as John Zettel of AVI-SPL so eloquently put it.