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Micron
Our Future Starts Here

The brand rejuvenation of a technology giant.

Full Story | Overview

Micron was founded in 1978 by three engineers in the basement of a dental office in Boise. Today, the firm is one of the three largest producers of the memory chips that help store and access data in smartphones, computers and the servers training generative AI.

 

We were tasked with addressing the fact that Micron's brand was significantly undervalued when compared to other tech leaders.  

Microchips ultimately re-shaped the future, but, the semiconductor industry's public image hasn't evolved since the 1960's.

After attending a week long series of corporate marketing briefings at Micron's HQ in Boise, Idaho, we discovered the company's 'brand character' had become lost amidst years of boring ingredient ads.

 

Instead of trying to address every brand metric at once, we focused on one of the CEO's key strategic imperatives: tackling the critical shortage of talent in the semiconductor supply chain. By simplifying the problem, we were able to get very specific about the attributes we wanted to shift:

 

"Amongst a new generation of brand savvy STEM students, the semiconductor industry is perceived as being a stale and soulless manufacturer of a commodity."

Deloitte Global Semiconductor Outlook

Micron's Gurtej Singh Sandhu has racked up more US patents than Thomas Edison.

Our partners at Micron's in-house Studio were intrigued, and they invited us to take a factory tour in Boise. During our visit we were shown a visually stunning wall listing thousands of patents. On close inspection, one engineers name popped-up again and again.

 

Gurtej Sandhu had earned more US patents than Thomas Edison, and he has two things in common with the idealistic young students we were hoping to engage. His creativity and tenacity are off the charts.

Duly inspired, we persuaded the celebrated astrophysicist and science communicator, Dr. Neil deGrasse Tyson, to record a series of short brand positioning films, and he kicked-off a recruitment ad campaign with an inspirational rallying cry to Micron's 45,000 employees. 

As a result of celebrating the creativity and tenacity of Micron's engineers, we reconnected the company to its core values. 

  • The campaign moved the brand from being seen as an engine of consumption to a catalyst of possibility.

  • Staff morale was boosted during the COVID-19 pandemic. 

  • To-date, Micron has been placed on the Best Workplaces list in the USA, Germany, Italy, Japan, Singapore and Taiwan. 

 

Source: Interbrand and Great Place to Work®

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"What got us here won't get us there."

Sanjay Mehrotra, CEO

Services

Brand Strategy

Digital, Print, Outdoor

Content & Social

Design, Video, Events 

Client

Sanjay Mehrotra, CEO

Delphine Lemaitre, Marketing

Collaborators

Linda Halverson, Micron Studio

Eric Barth, Micron Studio

Alfred de Varona, Micron Studio

See other work

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