Background / Challenge:
Founded in 1990, Tessera originally focused on the research and development of semiconductor packaging technology. Throughout its history, Tessera had been a leader in innovating and licensing technology and intellectual property. Its customers included many of the world’s leading semiconductor, smartphone and digital imaging manufacturers.
In 2016, Tessera wanted to create a new corporate brand that would overarch a family of go-to-market brands including DTS, FotoNation, Invensas and Tessera (as product brand). The business would focus on the creation and delivery of premium audio and broadcast solutions, computational imaging technology, semiconductor packaging, and intellectual property licensing to hundreds of global partners for billions of products.
WANT Branding was retained to worked directly with marketing leadership and Co-CEOs Jon Kirchner and Tom Lacey on the rebrand.
WANT Branding helped to create brand definition which was centered around the brand positioning
‘Extraordinary Experiences, Enabled’. Both a brand manifesto and building blocks was created to support this big idea.
Following a fast-track four week naming engagement which resulted in hundreds of names, we selected the name
‘Xperi’ (“ex-PEER-i) which directly supported the new brand positioning and definition.
At the launch Tom Lacey, CEO commented “Changing our name to Xperi is an incredible moment in our history. Xperi represents the combination of DTS, FotoNation, Invensas and Tessera – world-class companies dedicated to creating solutions that enable extraordinary experiences for people around the world. Our new logo and brand identity convey the unlimited possibilities of what our team of approximately 700 employees can create to truly impact the human experience. We are constantly inspired by how people use our technologies in their lives, and that drives us to continue generating ideas and innovation. We cannot wait to show the world what’s next.”
In June 2020, it was announced that TIVO had merged with technology licensor Xperi Corporation in a $3 billion deal. The merger will see each company’s IP licensing and product businesses integrated with one another, then operated as separate units. The combined company will be called Xperi and will be headquartered in San Jose, California.
Performance-wise, Xperi had revenues of $260M in 2016 when we began work on the rebrand. In CY2019, revenues had grown to $413M.