Lucent Technologies case study

Elements that built the credibility of a “brand new company”:
• The SEC blackout restrictions: though these restrictions were negatively perceived by the company, I think that they helped Lucent building its identity. Indeed, when the company disclosed his message, it was a big surprise for the entire market place. Thus, it must have created a formidable “buzz” and many questions ranging from “what is this company? what are they doing?”, for unaware General Public, to “why AT&T has decided to separate his activities in three separate entities?” for investors, up-end consumers and VARs.
• The name and the logo: the use of a garish color with lowercase letters in the logo as well as a theme name, were unusual practices among major industrial companies. To ensure a large adherence to the concept, the company carefully submitted the choice of the name to a wide palette of people (49% of which was general public). All these symbols out of the ordinary for a te...