Marketing & Advertising

Companies Are Redefining Their Brands at CES

Overview Innovation moves quickly in the consumer tech industry, and staple tech brands are taking stock of their place in the industry, strategically adjusting course to reestablish their relevance.

Many companies across the tech spectrum — from media powerhouses to transportation providers, from camera-makers to smartphone manufacturers — have chosen CES as the platform to relaunch their brands or reinvent themselves.

Here are some of the brands that arrived at CES to make a move.


T-Mobile: The Un-Carrier

When CEO John Legere took the helm in 2012, the then fourth-place domestic carrier was being named in rival commercials for its lesser coverage. Unshaken, Legere arrived on the CES 2013 press conference stage to announce plans to become the “un-carrier” and refocus on customers to change the game.

“If you think T-Mobile wasn’t going to be a significant player in this industry, think again,” Legere said.

Fast-forward to 2019, and T-Mobile gained at least 1 million new customers every quarter, maintaining a streak for the company that had faced an uphill climb against competitors only a handful of years ago.

At CES 2020, T-Mobile highlighted 5G connectivity and took the stage at the Quibi Keynote to share how it’s supporting the service on its nationwide 5G network.


Turner: Igniting Sports Marketing

Turner uses C Space at CES as a platform to show how it's transforming as a company and leading the industry in redefining the creative content community.

“We talk a lot about innovation at Turner. We like to think of it as our maverick spirit,” said Amanda Turnbull, senior vice president and executive producer at Turner. “We come to CES to talk about the innovation we’re doing as a media company.”

As the technology industry continues to change, Turner has recognized that content can be anywhere. Turner is transforming as a company and thinking differently about content, consumers and advertisers, focusing on creating real connections and facilitating those connections for their partners.

At CES 2017, Turner announced the launch of Turner Ignite, the team within the company that brings together data and content.

Turner returned to CES to announce Turner Sports Ignite and sponsor a new area of sports technology at CES. With sports partnerships including the NBA and Major League Baseball, Turner Sports continues to be a leader in the sports gaming industry.

At CES 2020, Turner showcased branded environments at C Space and joined other tech industry luminaries on conference panels discussing the latest media tech trends.


Kodak: Bringing Film Back

After marking 50 years of its Super 8 film, Kodak announced plans at CES 2016 to inspire the next generation of filmmakers. The company shared plans to rerelease its Kodak Super 8 camera.

With early excitement from the likes of Steven Spielbarg and producer/director Christopher Nolan, Kodak has continued to garner interest in a new-and-improved version of the famous film camera.

Beyond the Super 8 camera, Kodak has released smartphone photography kits and new film lines. The company has also embraced emerging tech with new 360-degree cameras and cryptocurrency plans.

At CES 2020, Kodak teased the launch of its official Android TVs in India.


Bell: Redefining Flight

Bell exhibited at CES to showcase how the company is transforming from a helicopter and tilt rotor business to a technology company that provides vertical lift solutions.

At CES 2019, Bell unveiled Bell Nexus, an on-demand air taxi that can take on logistics for businesses. To serve the unmanned logistics market, Bell’s Autonomous Pod Transport was also on display.

From connecting commuters with new mobility hubs to reimagining aircraft training and noncommercial aircraft use, Bell broadened its customer base and is opening up the mobility market to consumers.

At CES 2020, Bell revealed its new vision of a smart city ecosystem with the Bell Nexus air taxi and the Autonomous Pod Transport.


John Deere: Farm Digitalization

John Deere’s CES debut at CES 2019 was the first time a company brought a large piece of high-tech farm equipment to the show. It was also a reintroduction to the company for many attendees.

The John Deere team came to CES to demonstrate how technology is — and has been — part of the company’s products and services, from GPS and self-driving technology to AI systems for precision farming.

“CES gives us a chance to talk technology first, and how it is a hand-in-glove fit with agriculture,” said John Stone, senior vice president at the John Deere Intelligent Solutions Group.

The company’s presence at CES raises awareness to challenges faced by farmers around the world and how these challenges can be addressed by technology.

At CES 2020, John Deere showcased the R4038 Sprayer and focused on artificial intelligence-enabled spraying and sustainability.

Samsung: Customers Come First

In 2016, Samsung made headlines battling a brand crisis as Galaxy Note 7 smartphones experienced battery malfunctions that set some phones on fire.

At its press conference at CES 2017, Samsung unveiled a new vision for customer experience. Creating a competitive, unified brand that showcased innovation and purpose, Samsung started climbing back up the ranks.

Samsung's sales rebounded with the company's response to the crisis and positive media coverage of the Galaxy Note 8.

At CES 2020, Samsung took the keynote stage to present the company’s vision for revolutionizing the consumer lifestyle. 

The pace of technology innovation shows no signs of slowing, bringing new opportunities as global brands continue to reshape the way we interact, live and work.

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