Reinforcing global air cooling leadership through a corporate digital asset

The Challenge

Symphony was looking at revamping its corporate website to reflect its global leadership especially after its acquisition of air cooling leaders in Mexico and China.

The challenge was to reinforce Symphony’s market leadership, product leadership, design-led innovation leadership and thought leadership in a single digital

The Solution

Rite KnowledgeLabs conducted a comprehensive positioning workshop with the client’s senior leadership team to arrive at a content, design and technology strategy for the corporate website. Having worked with the organization for over five years, our team had a fair understanding of its growth journey, goals and aspirations.

A website strategy was formulated with a 3-fold focus: industry leadership addressed by thought-leadership content, product leadership addressed by showcasing innovation, and stakeholder stewardship addressed by a comprehensive investor section.

The Approach

A comprehensive encyclopedia on air cooling – Coolopedia - was created to build and reinforce thought-leadership.

Knowledge resources on air cooling such as research-intensive white-papers, thought leadership blogs, consumer tips, videos, how-tos, cooling calculators and guides were built in the Coolopedia.

The content strategy was supported by a unique UX-oriented design with user journeys defined for various stakeholder audiences – customers, partners and distributors, investors, talent etc. A custom-built CMS enabled regular updates on the website.

The Results

The new website garnered great reviews from partners, distributors, customers and other stakeholders as it reflected Symphony’s unique global leadership positioning. The company now plans to rollout a similar web experience for its subsidiary businesses across the globe.