westcongroup logo for website



After significant growth, including multiple acquisitions, Westcon, a global distributor of IT solutions, wanted to reposition itself to better reflect a consolidated organization and differentiate itself from the competition. In addition, Westcon had 2 major brands, Westcon and Comstor, and wondered whether adopting a single brand would be more effective going forward. Westcon asked GMG Insights to conduct research to better understand how to position the company and differentiate it from competitors.


GMG interviewed the Westcon Executive team to gain insight into the strategic direction for the company. GMG followed that up by conducting workshops with both the North American and European Westcon teams to develop a global qualitative research study with vendor and reseller partners in multiple countries and multiple IT vertical markets. GMG compared the results in each country and each vertical market to identify Westcon’s perceived strengths and weaknesses, as well as the challenges facing its partners around the globe. The study also assessed brand recognition for both Westcon and Comstor to identify a branding strategy for the future.


GMG provided a report detailing Westcon’s perceived strengths and weaknesses, as well as the challenges and pain points facing its partners around the globe. GMG also provided specific brand direction and global positioning that encompassed all vertical markets it serves. In addition, GMG provided direction for the development of an elevator pitch, the intro to a sales meeting and individual messages for both the reseller and vendor partners. Westcon’s branding strategy and new positioning platform was implemented worldwide throughout all Westcon and Comstor sales and marketing content.