Dimension Data

Global brand engagement strategy and brand messaging

Dimension Data is a global ICT leader that is founded on providing and managing specialist IT infrastructure solutions and services. The company embarked on a global B2B brand engagement strategy in 2014, in the face of a rapidly changing IT B2B operating environment. It needed to strategically develop new, highly engaging external and internal engagement platforms. ID&B was invited to analyse and structure the brand’s intangible assets to redefine the corporate brand, and then to create a strategic communications framework and internal engagement campaign. The project advanced to creative phase, requiring ID&B to develop a concept on which to base the creative messaging development as well as to create the brand messaging content. ID&B’s approach was to soften the IT barrier, remove the ‘corporate’ from the workplace, and focus on people instead. The goal was to show the meaningful and relevant connections that were enabled by Dimension Data software and products. Dimension Data saw and heard its clients and their employees, viewing them as real people in a collaborative working environment. ID&B was then tasked with developing the brand messaging in the ensuing creative phase. This involved copywriting the segmented and tailored messaging content that populated the messaging matrix (segmented according to the company’s B2B audience groups).

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