Dynabook

Rebranding Toshiba’s 30+ years of B2B PC Heritage

#Content #creative #Crisis and Reputation Management #Enterprise Tech #Internal communications #Manufacturing #Media Relations #Planning #Social & influencer

The brief

Help Toshiba, one of the world’s most recognisable brands, reposition itself as Dynabook, a 30-year-old start up.

For more than 30 years, NB has helped Toshiba launch and secure positive coverage cross the full spectrum of its B2B portfolio, from laptops to edge computing and smart glasses.

We orchestrated a hard-working proactive UK press office and device review programme targeting B2B tech and channel media, to support the rebrand and to position Dynabook as a new and agile business. We secured rebrand coverage with tier one tech and channel publications, device announcements and reviews, and interviews with Dynabook executives, that positioned the business as a “30 year old start up”. This was supported with a pan-EMEA social campaign, and digital advertising in key markets including the UK and DACH.

Success in

100%

key message pull-through in rebrand coverage

25+

pieces of rebrand coverage in tier 1 tech and channel publications

35+

pieces of Dynabook product announcement and reviews coverage

Nelson Bostock is a valued extension of our comms team. They understand our business and can be trusted to deliver great consultancy, out-of-the-box thinking, and brilliant results.”

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