NICE: 1  2  3 siegel+gale  
Aligning the Brand to Customers After defining the brand strategy, we conducted a comprehensive brand architecture exercise to simplify product naming and align internal organisation and brands with customer needs. Coupled with new stakeholder messages, this helped NICE adopt a customer-led communication style that projected leadership and simplicity. Using the new naming strategy and brand expression, we designed a multitude of communications material — from posters and literature to packaging and stationery — using the new and compelling Tone of Voice.