Same Cradlepoint, but now under the Ericsson brand! This blog provides a summary of this exciting update, key changes our partners need to be aware of, and steps you should take to align with the new branding.

Ericsson has now officially replaced the Cradlepoint company name.

“Ericsson Enterprise Wireless Solutions” is the new division within Ericsson which now includes the legacy Cradlepoint business.

Moving forwards, all references should now use “Ericsson” or “Ericsson Enterprise Wireless Solutions” to reflect this change. The domain cradlepoint.com will still remain active for the time being, but it has now been rebranded to Ericsson.

The “Cradlepoint part of Ericsson” logo should no longer be used on any brand-related assets. Instead, all new materials should feature the Ericsson logo, which can be downloaded from the Ericsson Enterprise Wireless Brand Hub (see details in the next steps section below).

There will not be a separate logo for Ericsson Enterprise Wireless, and all co-branding should follow the guidelines available on the Brand Hub.

Product names are being updated to incorporate the Ericsson brand while retaining the recognised branding equity of Cradlepoint and NetCloud.

For example, the Cradlepoint R1900 will now be known as the “Ericsson Cradlepoint R1900”, while Cradlepoint NetCloud Exchange will now be known as “Ericsson NetCloud Exchange”.

When listing vendors on your website, or for dropdown menus, you can use “Ericsson Cradlepoint” to maintain the connection between the two brands.

Key legacy assets will be rebranded over the coming months. Partners are expected to update their assets accordingly between September 1, 2024, and January 1, 2025. For any specific requests to update legacy assets, partners should work with their Cradlepoint Partner Marketing Manager to submit a ticket via the Brand Hub.

The Cradlepoint Cascade partner portal will be renamed and rebranded under Ericsson, but its functionality will remain the same. Partner-level badges and Cradlepoint University (CPU) badges are expected to be updated by the end of September and the end of the year, respectively. Partners should continue using their current badges until further notice.

1. Check out the partner FAQ document provided by Ericsson to help you with any questions you may have around the changes and how they affect your business. Follow this link to see it on the Cascade portal. You will need to be logged into Cascade for the link to work – if you do not have access, please email marketing@westbase.io and we will be able to provide a copy of the FAQ document to you directly instead.
2. Update branding materials: Replace any “Cradlepoint part of Ericsson” logos with the Ericsson logo in all new assets. Ensure your branding reflects the new Ericsson identity by January 1, 2025. For help with branding go to the Ericsson Enterprise Wireless Brand Hub, where you’ll find logo assets and further advice on which branding to use where. You can find the link to the Brand Hub here on Cascade – again, you will need to be logged in first. If you don’t have access, please just email our marketing team on the above address and we can send you the Brand Hub link directly instead.
3. Adjust product listings: Update your website and product listings to use “Ericsson Cradlepoint” where applicable.
4. Monitor partner portals: Stay tuned for updates on the renaming of the Cradlepoint Cascade portal and the release of updated partner badges.
5. Communicate changes: Inform your wider teams about the change to ensure a smooth transition.

This rebranding effort represents an exciting new chapter as Cradlepoint fully integrates into Ericsson. By following the steps outlined above, you can ensure your branding and operations are fully aligned with Ericsson’s updated guidelines. For more detailed information, reach out to our marketing team or to your Ericsson Partner Marketing Manager.