Brand Strategy and Design

Tata Consultancy Services

To break from a sea of sameness in IT services, TCS needed to set an audacious goal for its business and its brand.

A decade ago, Tata Consultancy Services (TCS) was regarded by IT executives as being essentially the same as their Indian rivals Wipro, Cognizant, and Infosys. To compete more effectively for global IT services assignments, they needed to build a brand that would differentiate them from the rest of the pack. 

Our team member Denis Riney started by convincing TCS that over time, only three IT services brands would emerge as leaders as their industry consolidated. With IBM and Accenture virtually assured to be #1 and #2, TCS had to develop a brand strategy to reach #3 status if it wanted to prosper.

Informed by customer research and executive interviews, we uncovered the fact that TCS was truly different in its ability to deliver on time, on budget, and on spec. In an industry where 50% of IT projects fail to live up to expectations, TCS could credibly position around the concept of certainty, a unique and powerful benefit that its rivals couldn’t match.  

This concept was realized in the tagline “Experience Certainty,” along with a bold design system and new marketing materials. This new brand strategy helped TCS achieve their business goals: faster growth and a much higher market valuation than its rivals. Their brand ambitions have also been realized; in 2016, TCS became the #3 most valuable IT services brand, according to brand valuation experts Brand Finance.

What we did: market research, brand positioning, brand architecture, brand guidelines, tagline