Breaking out of the middle territory, making customers reconsider and helping restore pride in their people by integrating their offices and teams to a One Logica philosophy.
The world of IT services was fundamentally changing, market dynamics, new entrants and companies broadening their offering and above all, it was no more about selling a ‘kit’, but about offering IT solutions to its clients. Logica was positioned in the dangerous ‘middle ground’, it was being eroded at the top by the IBM’s and Accentures of this world and from below the Wippro’s and TATA whom had yet to be assimilated. Logica was neither Global nor local and its positions in markets was not clear.
Logica was to reposition itself from operational competence to ‘best total service’ – focusing on client intimacy. Brash, working with the CEO and senior team, had to develop a new brand positioning, value propositions and help them break out of this middle territory, to make clients re-evaluate and reconsider them, to demonstrate they had a POV, to provide a communication platform to show their clients that they were listening to them, and to help restore pride in their people, integrate their offices and teams to ‘one Logica’.
The brand focused on impact, interest and engagement to ensure they were top of mind. The development of the business’s ecosystem was core to the value proposition. It’s a mind-set, away of being, something to stand for, a common belief to making the world a better place for suppliers, partners, investors and influencers, customer and employees.