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 During my tenure at the helm of the marketing communications and creative functions at Open Text, the company was acquiring companies and brands at dizzying speed. This helped to make it the undisputed global leader in Enterprise Information Management.It also began to confuse existing Open Text customers as well as those from the newly acquired companies in terms of brand consistency and stability. It was time to turn a house of disparate brands into a unified branded house.

We looked at everything from our logo and corporate colours, to developing a consistent naming convention for all products, to initiating and ensuring buy-in from all relevant stakeholders and finally, to communicating our brand values more effectively to employees, channel partners and customers. We even breathed new life into the presentation of our trade shows and events across the world to be more inclusive of past and newly acquired customers.

We rolled out a bold new contemporary brand across the world, with all of the accompanying marketing communications tools, programs and content that was more relevant and consistent across the board.