Corporate Re-Brand
During my time with Tech Data, I participated in two complete corporate re-brands. The last one is the most recent work in progress, it was completed then put on hold due to a recent merger. The following shows the historic progression
First Corporate Re-Brand
I had the unique experience of being part of three re-brands for Tech Data. The first shown here was developed simply out of the need to bring the company more up-to-date from where they once were in the market and turn their house of brands into a branded house. This brand held true for a couple of years until we had a large acquisition. Following that we did another re-brand which took into the account the culture and go-to-market strategy for both companies.
Second Corporate Re-Brand
After some deep market research Tech Data embarked on the second re-brand where the goal was to evoke a unified promise of integrity, expertise and excellence. These words were key to solidifying and growing their position in the market. These words are also what Tech Data customers, vendors and employees most often associate with the brand.
