The year 2009 felt like the right time to look at the MindTree brand for the first time since the early days of the Company. Coming on the heels of our re-organization and our stated aspirations to reach $1B by 2014, it was important that we re-look at our positioning and messaging in the market. Also, to assess the strength, accuracy and effectiveness of the brand to enable the transition of MindTree from a $270 million IT and RDS services company to a $1B global IT solutions company specializing in 7 different business areas. In essence, it was time for a re-launch.
We are about 6 months into the process and it has been exhilarating and frustrating at the same time. One of the lessons I have learned is that brand is a very emotional topic for our management team at MindTree. Most of us have essentially been with the Company since day one (August 1999). This is not an exaggeration: not only are all 10 co-founders still with MindTree, but of the first 150 people to join, we’ve lost only 2 or 3 “MindTree Minds”. The stability we’ve had makes the brand discussions very personal.
One of the decisions we’ve had to address is whether to implement a branding strategy that takes aim at positioning the 7 individual business units; or stick with a corporate brand strategy. To date, the thinking has been that we must first successful brand (position) MindTree at a corporate level.
I read in this week’s Wall Street Journal that Hewlett-Packard (H-P) also feels it is need of an image makeover. After an aggressive acquisition spree, including EDS, it is launching its first advertising campaign in 5 years. It will be a 5 week, $40M+ campaign that includes a print, TV, internet and radio campaign and will carry the slogan “Let’s Do Amazing.”
What interested me was that H-P had a similar decision to make: whether or not to put a single public face on its very diverse businesses; or stick with its long history of having a much decentralized marketing organization. They have chosen to break from its tradition and go with a single corporate brand strategy in its advertising campaign. I guess great ‘Minds’ think alike.
I will keep you posted on how MindTree’s brand re-launch strategy progresses.