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.