<p>Manoj Ranaweera | Rebranding - Budget vs no budget, freedom vs. constraints
Copyright Manoj Ranaweera firstname.lastname@example.org
Rebranding - Budget vs no budget, freedom vs.
It is no surprise to my regular readers that Northern StartUp 2.0 is currently going through
a rebranding and repositioning exercise. Whilst there is a lot to talk about why this is taking
place, I thought of highlighting few discussions I had on Twitter about rebranding and
repositioning with an international software house which has also gone through a
rebranding exercise recently.
Here is my situation: no budget but total freedom.
Here is the situation of the software house: large budget (assumption) but constraints due
to history and stakeholders.
With my total freedom, and given I am lazy (or clever, depending on your viewpoint), I
sought the answer from Twittersphere. What should our brand be, both in terms of name,
logo and strap line.
After some deliberations, Katrina Delargy (tech entrepreneur) came up with the winner
which was then refined by Tim Dempsey (investor cum service provider). A new brand was
born, Techcelerate. The logo concept was forwarded by Ed French (venture capitalist),
which is now going through few changes to make it look liked it has been designed by WPP.
Strapline will almost be "Tech Business: Accelerated". Final change for strapline came
through email via James Crawford (service provider). All those who were involved in this
process were our customers. Techcelerate is a brand that could be easily understood by a
first timer without knowing what services we actually delivered. A real winner, in my
In the case of the software house with euro 394 million revenues and 3500 employees, it
was not straight forward as tapping into the wisdom of Twittersphere. They have adopted a
similar line to most large brands, that is, the name does not mean anything unless the
brand is built. Take Apple for example, who would know it is about a computer unless