Ingram Micro was already the global leader in distribution of technology products. In order to expand further into higher margin services, it was imperative to reshape the brand to express this future. This meant crafting a central idea to drive all the businesses, and then executing it across all touch points. In parallel, the diverse offerings and solutions were reorganized into easy-to-understand business units that helps customers better understand the value Ingram provides, and enables them to engage further to benefit their businesses.