Dimension Data has refreshed its brand to look less “arrogant” after having had the same logo for 28 years.
The move comes almost a year after Dimension Data announced Japan-based NTT had offered £2.1 billion, or R24 billion, to buy it out. DiData says the change has nothing to do with the takeover, which saw it de-listed from both the Johannesburg and London exchanges.
Dimension Data marketing manager for the Middle East and Africa region, Mandisa Ntloko, says the brand refresh had nothing to do with the buyout, although it has been on the cards for three years, the same amount of time DiData and NTT spent in talks.
Ntloko says the company needed to refresh its corporate identity to match its services-focused offerings. In the 1980s, DiData was seen as “arrogant” but now has a softer look, she explains.
CEO Brett Dawson says: “Our evolution to provide more service-centric solutions presented us with the opportunity to refresh the brand to ensure it supports our business strategy and positions us for the future.”
Holding steady
The company will continue to be entrepreneurial and pioneering, says Ntloko. However, it doesn't have any huge buyouts planned, despite having access to NTT's vast resources.
DiData CEO for Europe, Middle East and Africa Allan Cawood says acquisitions are not a key aspect of the company's strategy. In the past decade, DiData has done deals to gain a foothold in new markets, and the company will continue with this strategy, he adds.
It may look to North Africa and Latin America, notes Cawood. However, he doesn't expect any “huge” deals in the future. Cawood adds the company may also consider deals that would strengthen its cloud offerings.
Dimension Data's Asian subsidiary, Datacraft, has also been rebranded to Dimension Data, but other subsidiaries such as Plessey and Internet Solutions have kept their identities. It has used a “follow the sun” method to change the brand, all of which was done yesterday.
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