Our generation (those born in the 80s) grew up seeing this strong tagline for Infosys:
“Powered by intellect. Driven by values.”
This tagline was so strong and impactful that it generated a high feeling in the audience immediately. It also gave the employees and the associates a matter of pride and a challenge to make this self-assertion true; every single day and hour. But many felt that this tagline was “inward focused” – to which even I agree. It strongly proposed what Infosys stood for, which was very inspiring in the company’s initial years. I am sure this tagline shaped the way Infosys grew up in the earlier years.
After the above slogan another brand positioning statement came which told where the company was heading to. It said:
“Win in the Flat World.”
This new tag was outward focused. It told about how Infosys can help its clients win in the ever globalized world. It told that the company was in touch with the latest technologies and skills which will enable “winning”. I think this new line put Infosys in the league of world’s best companies and gave the Infosys brand an international feel.
And then, the present tagline has happened:
“Building Tomorrow’s Enterprise.”
The new visual brand identity is here:
This journey is captured in the below description which a TOI article quoted Infosys COO SD Shibulal saying:
Infosys 1.0: (First 20 years): focused on developing and managing technology applications for customers and on building a global delivery model.
Infosys 2.0: (Next 10 years): developed end-to-end service capabilities, systems integration capabilities, and added consulting and innovation expertise.
Infosys 3.0: (Now and onwards): To be at the intersection of the client's business and technology and of global trends, and use the knowledge and expertise to help them transform and move into new directions.
And hence, "Building Tomorrow's Enterprise" makes perfect sense!
I think the above tagline is a perfect brand-positioning for Infosys. It also is an appropriate one given the legacy of Infosys brand positioning statements. Also, it is an honest one, given that the company is focused on breaking away from linear business model where business growth is proportional to new human resources hiring and is aiming towards more consulting and business transformation projects. I am sure the new brand identity and positioning statement are perfect and will be helping Infosys in its 3.0 journey.
- Rahul
PS: The views expressed here are entirely personal and do not represent the views of any organization or firm. There is no associated claim of 100% factual accuracy of everything that is written in this article, though care has been taken to avoid any error or misrepresentation.
