Shifting an IT leader's competitive stance from a "solutions" focus to indispensable "strategy and solutions"
Verbal Branding Objectives
Resulting from the repositioning and rebranding efforts, the tagline Lead
with Knowledge™ articulates a new brand promise. It is a tagline
that can be used to focus all InfoWorld brand communications and inspire
InfoWorld staff, along with both new and old readers. A new naming
protocol will guide ongoing development of
benefit-oriented feature, section and newsletter names, while the tone-of-voice parameters we defined will enable consistent application of an authoritative and visionary brand voice.
(Graphic Identity: Don Morris Design)