Qualcomm
Making a Connection with Critical Audiences
The Challenge: With the development of BREW, an innovative
end-to-end wireless application solution, Qualcomm was entering a highly competitive
market and worried about adoption of its new technology.
The Solution: MiresBall explored several interpretations
of BREW’s strategic platform and determined the brand should be infused with a
consumer sensibility, creating a look-and-feel that attracted a diverse
audience of developers, manufacturers and end-users. A striking new direction
for Qualcomm, the BREW brand presented complex technical information in a
crisp, energetic voice and used expressive lifestyle photography to
communicate the impact of BREW technology on consumers.
The Result: The new brand has been an enormous success
for Qualcomm, contributing to BREW’s rapid growth and securing its status as a
leading global wireless applications brand. In a single year downloads of
BREW applications grew from 28 million to more than 130 million worldwide.
