Shifting an IT leader's competitive stance from a "solutions" focus to indispensable "strategy and solutions"

Verbal Branding Objectives

• Clarify which aspects of current brand can be
  transitioned to align with the repositioning
• Identify what new brand attributes need to be conveyed
• Align new verbal brand expressions -- tagline,
  names for publication features and sections, and
  editorial tone-of-voice parameters -- with
  a new strategic intent

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)