Opinion Piece: The Flaw in the Coin
In the bustling world of trade shows, the author's schedule is often filled with back-to-back meetings, leaving little time for breaks or meals. Yet, during such hectic times, small acts of camaraderie can make a big difference. Such was the case at this year's Integrated Systems Europe (ISE) event, where the author shared a bag of American Sno-Caps with a colleague named Sam, while she brought Polo mints, a well-known British treat.
The AV industry is no stranger to change, and this year saw several companies refreshing their branding strategies. One such company is Almo Pro AV, which underwent a name change from Exertis Almo in Spring 2022. The new moniker, Almo Pro AV, marks a fresh start for the company, symbolising its commitment to the AV industry. Similarly, AVI Systems changed their name to FORTE in June 2022, reflecting their expanding business focus.
Another company, Diversified, also underwent a brand refresh about two years ago. Their new logo features a blue gradient, symbolising their transition towards a digital future. The new branding includes a tagline, "Create the Unforgettable," encouraging clients to push technological boundaries and create memorable experiences.
The importance of a strong branding strategy in the AV industry cannot be overstated. A well-crafted strategy can help attract new business and reinforce messages with existing clients. This might involve updating a logo or revisiting website design. John Zettel, CEO of AVI-SPL, encapsulated this idea perfectly when he said, "When confidence and curiosity meet, true transformation happens."
In line with this, the new campaign from AVI-SPL, debuted at ISE 2025 in Barcelona, is centred around the theme of "Confidence and Curiosity." The campaign includes new logo colors and a new website, aiming to inspire confidence in their ability to deliver innovative solutions while fostering a sense of curiosity about what they can achieve together.
As the AV industry continues to evolve, it's clear that a minty fresh brand can make all the difference. Whether it's Sno-Caps or Polo mints, small gestures of friendship can remind us of the importance of connection, just as a brand refresh can remind clients of a company's commitment to innovation and growth.
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