- At its annual user conference, Informatica quietly introduced an entirely new brand identity, which is designed to free the company from its ETL roots and target enterprise cloud data management.
- To reach this goal, however, the company intends to do far more than merely switch up its logo and mission statement.
It is not uncommon for a technology vendor to make a break with the past by rolling out a new brand identity. Such efforts typically involve an extravagant launch party, an extensive marketing campaign, and of course, an extremely expensive logo retrofit. On average, these rebrands aren’t a good thing, at least not initially, since they’re often undertaken in response to an existing or anticipated threat. The idea is to create some cognitive dissonance among existing and potential customers, severing existing perceptions and creating new associations that are in tune with current (and hopefully future) market ideals. Continue reading “There’s a New Informatica in Town That Wants to Unleash the Power of Your Data”