Cadensworth, a Redington India company was looking at changing its game in the IT solutions based distribution business.
Having completed, Bloombox saw the potential of Cadensworth staking the claim of not just the category leader, but a leader of change in the IT Solutions based distribution business.
Technology companies, for whom branding is just about a logo and communication design, Bloombox approach to branding wanted to go beyond
A FUNCTIONAL APPROACH TO WHO, WHAT AND HOW OF THE BRAND THAT WAS GENERIC, TRANSACTIONAL, NARROW BASED, AND SHORT TERM IN ITS APPROACH TO
A MORE HOLISTIC AND GENERATION NEXT TECHNOLOGY BRAND APPROACH OF
WHY – THE PURPOSE, THE ROLE, THE VALUE THAT A PARTNER LIKE THIS WOULD PLAY IN THEIR CUSTOMERS LIFE.
Cadensworth – An entity that is geared towards Unifying the technology ecosystem
Managing the solutions ecosystem.
Not just a generic – Distributor/ A Value Added Distributor/ A Solutions Company.
To the larger brand purpose of
A UNIFIER OF THE TECHNOLOGY ECOSYSTEM. A CATALYST OF THE SOLUTIONS ECOSYSTEM.
To the role that it needs to play.
This also demanded that the entire corporate brand culture, personality, character and values needed a fresh new approach.
An in-depth research among all the brand constituents in the IT Solutions ecosystem revealed that the entire IT distribution ecosystem had gone through a considerable change in terms of expectations of a distributor from being a mere ‘Pick. Pack. Ship.’ Player to being more of an enablement and value partner.
But there was a clear need gap in the market for a player like Cadensworth to play a genuine role in the technology ecosystem to help realize ‘real’ solutions by identifying, partnering, bridging and unifying stakeholders to bring in value.
A ROLE THAT ONLY A DISTRIBUTOR COULD PLAY, OF BEING A PIVOT. A UNIFIER OF THE IT SOLUTIONS ECOSYSTEM.