Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Re-Branding Mindtree

Posted on: 31 October '11

Earlier this month, Mindtree kicked off a project with a leading brand agency on a revised brand strategy for the Company. We have assembled a world-class team from this agency and a brand council from Mindtree to take us through this journey. As we enter the discovery and research phases, the excitement we feel is measurable. To do this right, I believe a company has to completely open themselves up to their partner – in essence, bare their soul – so that the partner can truly understand what Mindtree is today, and what we want to become tomorrow. If a company does this completely, the directions in which the brand strategy can go are limitless. From a new brand platform to visual identity changes, to tag line creation, we have told the brand agency that everything is on the table for discussion. This doesn’t mean everything will change, but that we are at least open to the possibility. And that’s a big, first step that many companies aren’t ready to make about their brand.

This upcoming weekend, members of the brand agency are traveling to Bangalore to meet the Mindtree Minds. Only then can they understand our culture and our values, which are the foundation of Mindtree and what makes us so different.

Through this blog, I will keep you updated on the project and where it takes us. There will be insights from our stakeholders that might spring a surprise; and emotional decisions to make, that can change what Mindtree has stood for, in the 12+ years we have existed as a company.

I look forward to the journey.



Mindtree Blog Archives

Mindtree blog Archives are a collection of blogs by various authors who have independently contributed as thought leaders in the past. We may or may not be in a position to get the authors to respond to your comments.

  • Lubna

    Oh,oh. I can understand the need for change, especially in when the world has changed so rapidly over the past decade. But the MindTree Logo had a great story. I hope even if the Logo does change, it still remains, somewhere — maybe it can be a logo for the MT Foundation or something. I would be so sad to see it go. And what would happen to the living logo – the beautiful tree…..There are so many things relating to MT’s branding that are unique. Good luck with this project. I shall stay tuned to see what develops.