How brands work

Providing a baseline understanding of what brands are and how they create value.

The Citrix brand today

Understanding the strengths and weaknesses of our current brand position.

How our brand is changing

How we are modernizing our brand to compete more effectively.

The big picture

Gaining a shared understanding of the Citrix opportunity.

Our revised positioning

How we are positioning the Citrix brand for success.

Our new visual expression

How we’re changing how our brand looks, feels and presents itself.

Voice, tone & messaging

What we say and how we say it.

Start with the big picture

Applying big-picture thinking to present Citrix as a strategic partner.

Be human

Making our brand more human to show that we put customers and their employees at the center.

Be courageous

Bringing our innovation to the forefront and being confident in who we are.

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