Challenge
Tata Consultancy Services (TCS), was a victim of its own good fortune. Having been an established, purpose-led, global player for over 50 years, the company’s growth has been exponential, propelling it to be the world's second largest technology services company, and surpassing IBM.
To achieve the next phase of growth, TCS needed to strategically shift. On one end of the spectrum, its competitors were either large, ‘pure play’ IT-services consultancies that serve Chief Information Officers, and on the other end, were the traditional, large, management consultancies that serve CEOs.
TCS's strategy was to deliver full spectrum solutions as a growth and transformation partner, and serve the entire C-Suite. To do that, Brandpie worked with TCS to define its new purpose and positioning that could stretch to meet the needs of all audiences.
Idea
We conducted 90 C-Suite and senior management client interviews across various geographies, 35 internal executive interviews, and involved nearly 150 employees in virtual sessions conducted through our proprietary technology platform, VYTALS.
We mapped what it would take for TCS’s purpose to resonate with its clients and associates, and the journey it needed to go on. We discovered that business leaders were looking for something more when searching for a transformation partner: a meeting of minds, cultural alignment and a long-term relationship focus.
Together we developed a new purpose, ‘Building greater futures through innovation and collective knowledge’ and positioning, ‘Building on belief.’ Both tap into a visionary, purpose-led mindset shared with clients, and the determination and commitment inside the business to always deliver.
Results
Increase in YOY revenue
India Top Company (LinkedIn)
Employees hired in one year
Awards
- 2022 Transform Awards India (Gold x2)
Impact on brand value
Most Valuable IT Services Brand and fastest growing Brand (Brand Finance, 2022)
Most Valuable Indian Brand (BrandZ, 2022)
Ranking in FutureBrand Index 2022 (up from #65 in 2020)
Impact
The new brand strategy, purpose and positioning was presented by the CEO to the organization’s top 2000 leaders. In the months following launch, impact and engagement was instantaneous.
TCS associates embraced their new purpose and positioning. TCS closed out the year with its highest ever net addition of new employees in one year, its highest ever order book, along with 10 new clients in the $100Mn+ bucket.
The reaction from both employees and the external world has been positive with words like bold, confident, vibrant and refreshing being used to describe it.Rajashree R
Chief Marketing Officer
Purpose
The purpose statement highlights three essential elements of TCS's DNA: they exist to improve quality of life, they innovate relentlessly, and they draw on the collective skills of half a million global TCS employees.
Internal engagement
When you have half a million employees, traditional methods of internal communications don't work. So we needed to treat TCSers as if they were a global audience. We equipped TCS leadership with all the tools necessary to make this transformation go 'viral' within the organization.
Promises
We enhanced the positioning through four promises – long-term commitments and characteristics that makes TCS unique and sets it apart from its competition.
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