The Ericsson global corporate site redesign succeeds in its objective to strengthen the brand through its dramatic improvements to site usability. The effort was led by the belief that visitor perceptions are changed not through messaging or imagery, but through positive experience. This principle led to the creation of new navigation system that reduced the number of links on the home page by over 60%. The new system anticipates the needs of the visitor when arriving at ericsson.com, providing task based navigation to those who know what they want (e.g. products, services, support) and audience specific browsing to those interested in Ericsson's specialized offerings (e.g. consumers, network operators, devlopers). The contemporary and minimalist design places greatest emphasis on Ericssons' products and technologies - offerings that reinforce Ericsson's leadership in the fast developing Mobile Internet category. It effectively sets priorities for content and navigation elements, making each page easy to digest and comprehend. Although light and simple, the design works very hard to provide a consistent organizational structure to the pages, and does so in a manner that maximizes the strengths of the content management sysytem backing the site.Also, please note that R/GA was introduced to Ericsson by IBM's Global Services division, and that R/GA and IBM worked together closely for the duration of the project (IBM focused on technology and integration, R/GA focused on developing design, navigation and content organization systems). We owe much to IBM's involvement on this project and would like this relationship recognized in any positive coverage thats generated by the work.