Of course I do feel sad to see the Datacraft brand go. After all, I have been leading Datacraft’s brand building and management efforts since 1995. But then at the same time, I am just as equally excited to spearhead the brand transition exercise and in undertaking the Dimension Data brand refresh project.
From Red to Green. From Asia to Global. The Brand has transcended to a new dimension.
From Red to Green
Dimension Data is no stranger to us. Our relationship dated back to Nov 1997 when Dimension Data acquired a majority shareholding in Datacraft. However, we kept our Datacraft brand then because of our strong brand premium in Asia Pacific and our established reputation among the global investor community due to our public listing.
In 2008, our relationship took another turn when Dimension Data acquired the remaining 44.9% of Datacraft in 2008 and privatised the company. The move was well received by clients, partners and employees. As a wholly-owned subsidiary of Dimension Data, Datacraft was reckoned to be an even stronger force by our clients and competitors alike.
Again, we did not change our brand then, as the world was in the midst of financial crisis and investing in the rebranding exercise was not sensible. However, as a private company, it only made business sense to be fully integrated as one single global brand and entity. Thus in 2008, we undertook steps to prepare ourselves for the brand transition.
From Red to Green
So far, the response from both internal and external stakeholders towards this brand transition been very positive. Over the years, we have been working closely and on a day-to-day basis with the Dimension Data group to leverage international business opportunities and serve many global clients. In fact, our global and MNC clients are very familiar with the Dimension Data brand as well. A single brand would also make it easier for our clients to better understand our organisational structure and our relation to the NTT Group, which acquired Dimension Data in 2010.
The name change is only the beginning of our brand transition.
Going forward, we will continue to invest more effort and resources to build the Dimension Data brand in the Asia Pacific through fostering lasting relationships with our clients, professionalism, innovative solutions and excellent service delivery.
From Asia to Global
So how would our brand change impact our clients and partners?
Our rebranding to Dimension Data will not negatively impact the way we currently do business with clients and partners. In fact, the change in our brand demonstrates the improvements we are making to ensure global consistency in our business operations. Dimension Data’s systems integration business now operates under one brand across 49 countries, simplifying support for our clients and accelerating our ability to serve them in a more consistent way. This also means they can better leverage our global pool of resources, expertise and client references.
Refresh with Dimension Data!
Our brand change is also in line with our global business strategy to provide more services-centric solutions consistently across multiple technologies and geographies. The Group is currently expanding its service delivery infrastructure and capabilities to create a more consistent and seamless client experience.
Find out more at:
Esther Quah heads up Asia’s Corporate Comms and Brand Management, whereby she develops and implements an integrated PR, corporate communications, brand, marketing and internal communications strategy and plan for Datacraft. She is also responsible for Global Brand Management and is currently working on the Dimension Data brand refresh.
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Financial analysts were also following us closely and recommending our shares.
