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Welcome to the monthly edition of AV_Buzz — a collection of curated news you can use from InGear.

TIP OF THE MONTH

To Rebrand or Not to Rebrand

January marked the New Year and with it came CES, which was the largest in history in terms of the increased number of exhibitors and attendees. A reported 2.47 million net square feet of exhibit space featured over 3,800 exhibitors with more than 170,000 industry professionals, including over 50,000 from outside the U.S. More than 6,000 members of the media were in attendance with social media momentum topping 1,278,870 mentions of the #CES2016 hashtag. The hottest tech on display included automotive technology, wearables, and virtual reality at what is clearly the largest technology show in the world. And that’s an important distinction, as the Consumer Electronics Association (CES) recently adopted a new name — the Consumer Technology Association (CTA). Coincidentally, so did the Women in Consumer Electronics (WCE) association with its rebrand to Women in Consumer Technology (WCT).

So, when should a company rebrand? In the case of CTA, the association addressed industry change and sought to better represent its membership, which has grown and evolved to engage almost every major industry segment, way beyond just electronics. There are a number of reasons why a business might rebrand — growth, adding a new line of business or tapping a new vertical market, addressing a new audience or an expanded one, and of course staying relevant with your customers. Other reasons might be impacted by environmental factors such as a merger, competitive influences, or negative publicity. Whether it’s a strategic decision or based on other factors, rebranding is a natural part of the life of your business. However, it’s also expensive, so once you decide to go that route, you should move forward with care to avoid rebranding mistakes. When done right, rebranding goes far beyond updating your company’s colors or creating a new logo; it should also reflect a meaningful change in your company’s message.

IN THE NEWS

Tech & Learning
BenQ Highlights 4K
Interactive Panel at
FETC 2016 more

RevoBlog
Big Ten Adds Revolabs' Executive Elite to
Conferencing Playbook 
more

TWICE
RTI Solutions on Display at
ISE 2016more

Technology Integrator
Women in Consumer Technology Legacy
Award Honorees Celebrated
at CES 2016 more

GREAT READS

Commercial Integrator Europe
Gordon Ramsay Chooses
RTI Control For Union
Street Café
more

AV Technology
They Heart BYOD
Featuring Biamp
more

Systems Contractor News
Everyday Installs, Technology:
A Strong Foundation

Featuring Middle Atlantic
more

AV Technology
Huddle Space Products & Trends for 2016
Featuring Biamp, Middle Atlantic, and Revolabs
more

HOT NEW PRODUCTS

Connected
Home + Business

Middle Atlantic UTB Series Universal TechBox™
more

Tom's Guide
BenQ’s Zowie New
eSports Brand more

rAVe
PresTop New Touch
Table at ISE 2016
more

Digital Signage Connection
Legrand Evolution™ Series
10-Inch Poke-Thru Device
more

HOT PRODUCT REVIEWS

Tom’s Hardware
BenQ SW2700PT
Photography Monitor Gets Editors’ Choicemore

Examiner
Your Computer Deserves the BenQ EW2750ZL Revolution Eyes 27” Monitormore

Desktop Engineering
Another Picture Perfect
Pair of Displays more

Inside SIM Racing
BenQ XR3501 Curved
Ultra Wide Triple Gaming Monitor Review – Awesome!
more

MOVERS & SHAKERS

Systems Contractor News
Middle Atlantic Appoints
Scott Lowder as Senior
Product Manager of Power
more

TV Technology
LynTec Names Martin
Dornfeld as National Sales Managermore

InGear
InGear Adds Jessaca
Gutierrez as Content Creation Specialist

EVENT SPOTLIGHT — ISE 2016

We’ll be at ISE 2016 and would welcome an opportunity to meet with you for a no obligation conversation about your marketing plans for 2016 and tell you a little bit more about how we can help. Click here to book your meeting with InGear now.

 

AV_Buzz Highlights is the monthly edition of the @AV_Buzz Twitter feed, sponsored by InGear. To learn more about how we're helping our clients stand out from the crowd, please email InGear President, Veronica Esbona, at  veronica@ingearpr.com, or call +1 954-392-6990. Visit InGear on the Web at www.ingearpr.com.

Media Relations • Content Marketing • Social Media Strategy • Brand Development

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