How Access Learned to Say Brand in Japanese

TMEIC

TMEIC drives industry around the world through a comprehensive offering of unique systems solutions, including variable frequency drives, motors, photovoltaic inverters, and advanced automation systems for a wide range of industrial applications.

Challenge

Access began working with the North American headquarters of TMEIC GE in the ’90s, supporting the industrial company with services ranging from branding to public relations. Along the way, we learned the challenges of working with the global brand and the parent company in Japan. We became well versed in perspectives. We were challenged with helping the multinational company shed the legacy General Electric association and become its own entity with a refined logo, tag, and brand promise. Perhaps more challenging was redeveloping content, design, and function of a fractured web presence and unifying all global websites into one site.

  • TMC-Web-Sessions
  • The Numbers
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Results

The rebrand and new website development were not easy. They involved more than a year of work, countless late nights, and early morning conference calls with the Access design, PR, and research teams. In the end, the new streamlined website was lauded as a global success — not just for product presentation and clarity, but also for ease of use and branding integrity. The changes made to the design and site structure are performing well for TMEIC. The updated content has dramatically improved search rankings as well.

23.9 percent increase in total sessions

16.57 percent increase in page views, meaning users are more engaged

11 percent decrease in bounce rates