INCAT has re-launched as Tata Technologies following a successful rebrand by TheFrameworks. Tata Technologies is a unique global provider of engineering and design services, engineering services outsourcing, enterprise solutions, manufacturing and product development, PLM and knowledge management solutions. It is part of the Tata Group, one of India’s largest and most respected business conglomerates with revenues over US$62.5 billion.
The process began with TheFrameworks conducting a comprehensive identity assessment across all Tata Technologies companies, partners and competitors to establish the organisation’s identity status in the marketplace. This was achieved through an in-depth review of communication materials together with detailed discussions with senior management and employees. Following this assessment a brand platform was created providing Tata Technologies with practical definitions that established a framework to define important brand behaviours and support clear, targeted marketing and sales communications. The brand platform provides uniformity in the way Tata Technologies communicates with its marketplace and a method to guide employees on how to support the brand through words and actions.
Once the brand platform had been established, a new strategic go-to-market campaign was created. The purpose of this campaign will be to strive to create a memorable impact on the organisation’s target audience by illustrating the distinguishing characteristics of Tata Technologies. Based on the in-depth identity assessment and the new brand platform, we developed the ‘Better & Better’ strategic go-to-market campaign.
“We have supported INCAT since its inception over 20 years ago, through a successful flotation and acquisition by Tata Group in 2005 and now during its rebrand to Tata Technologies. We bring a deep and long-standing experience in the IT and PLM marketplace, and we are delighted to leverage it for Tata Technologies. Our clients are in high-growth sectors and require specific expertise that can be tapped globally. We’re seeing an increasing number of technology companies recognising the advantages of a fully integrated, worldwide communications effort.”
Terry Brissenden, TheFrameworks Managing Partner
“TheFrameworks challenged me in ways they don’t even know. I consider there wise direction and counsel on brand philosophy to have been an invaluable experience. There patience and excellent customer service has made the process of working together highly successful. They are the best!”
Kevin Noe, Tata Technologies Chief Marketing Officer
