Positioning NTT DATA for its next stage of growth
NTT DATA suffered from a lack of visual and verbal consistency, resulting in a confused and weak brand. The goal – to compete with the ‘big 4’ in the digital transformation market. A new brand strategy and extensive brand refresh, combined with updated sales collateral, has positioned the brand for its next stage of growth.
Strategy Workshop
Brand Essence
Buyer Journey
Visual Language
Brand Guidelines
Brand Video
Copywriting
Sales Presentations
Transformation starts here
A Strategic Workshop provided an excellent start to defining NTT DATA's Vision, Mission and Values. However these raw statements needed to evolve into intellectual territories that are ‘ownable’ and truly differentiated from their competitors. I used these key insights to authentically determine a 'Big Unifying Idea'.
The Power of Story
NTT DATA target a number of key industries. I identified 4 key customer segments and crafted ‘Hero’ stories, built around highy relevant themes. These stories leveraged the power of story-based selling to deliver compelling and uniquely memorable sales presentation experiences.
A full solution was provided - covering sales team engagement, copywriting, visual design, content structure, creation of diagrams, process models and infographics.
