CASE STUDY: INGRAM MICRO XVANTAGE
A new name for a game-changing experience
Heirloom developed the brand name “Xvantage” for Ingram Micro’s new digital experience platform
As a leading information technology distributor with $48 billion in annual revenue and a workforce of 25,000 employees, Ingram Micro reaches nearly 90% of the global population. With a new digital experience platform that leverages AI and machine learning, Ingram Micro saw an opportunity to revolutionize distribution, streamline operations, and enhance customers’ buying experiences—all from a “single pane of glass.” All the platform needed was a name.
Heirloom worked closely with Ingram Micro to generate over 500 potential names for this industry-first platform. The naming process was rigorous and thorough, considering a range of naming themes, availability in difficult trademark classes, and viability in languages ranging from Catalan to Cantonese. The chosen name, “Xvantage,” was selected for its ability to convey the platform’s advanced and frictionless site experience. “X” hints at something advanced and digital, as well as user experience, while “vantage” speaks to the unique vantage point offered by the platform’s single-pane-of-glass, as well as the advantage the platform creates for customers.
Since its launch, Xvantage has helped resellers and partners worldwide by providing end-to-end automation and streamlining the procurement experience. The platform has been hailed as an industry game-changer, winning the Big Innovation Award from the Business Intelligence Group and the 2023 ChannelPro SMB All-Star Award. The latter specifically called out Xvantage as an “ambitious” platform that makes engaging with Ingram Micro “as intuitive an experience as interacting with online consumer services like Netflix and Amazon.”