Ensuring that we are marketing the Dimension Data brand effectively and credibly is critical to both attracting and retaining a growing base of satisfied clients. Marketing is the strategic business function that creates value by stimulating, facilitating and fulfilling client demand, and building a brand is fundamental to this process.
In today’s competitive marketplace, clients have an astonishing array of choice, the diversity of which puts pressure on those making or selling products and services to offer high quality, excellent value and wide availability. It also puts pressure on them to find more potent ways of differentiating themselves and securing competitive advantage. The brand is increasingly this differentiator – in fact, according to Fortune magazine, “In the 21st century, branding ultimately will be the only unique differentiator between companies”.
At Dimension Data, we have a powerful and well respected brand. The progress we’ve made in evolving our business towards more services-centric solutions, the improvements we’ve made in the consistency of our global client experience and the unrivalled energy and commitment of our employees, are all fundamental to our new brand positioning. And by refreshing the brand to better articulate these capabilities, we will ensure that we stay relevant and credible to our clients in the future.
The launch of our refreshed brand has been extremely well received across the globe. The positive feedback we’re receiving from partners, clients and employees indicates that our decision to refresh the brand is both appropriate and timely. However, I believe the long term success of our brand relies wholly on our employees. While the brand may be nurtured and managed by the marketing department, it is represented by the whole organisation and it is our employees, our “brand ambassadors”, who live and breathe the brand every day.
I have always admired the strength of our brand, but I genuinely believe the refreshed brand will provide us with new opportunities to market the unique value of this fantastic organisation.
Connie de Lange
Group Marketing Executive