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How to change your brand to reflect your market leadership
Technical Architecture Solutions had been in business since 2008. Originally established in 2000 in Sydney, Australia as Technical Architecture Solutions (aka ‘TAS’) the business operation had grown to support clients across Asia, the US, Europe and Australia with offices in all Australian states and Beijing, China.
In addition to the organic and geographic growth of the business, the company was expanding its core capabilities and deliverables beyond its foundation expertise.
As the reputation of TAS services grew it was being increasingly sought for broader, more holistic engagements. With the advent of server virtualisation the company established itself as a category leader in IT strategy and optimisation. Paradoxically, the name Technical Architecture Solutions became irrelevant and a poor descriptor of their growing services.
Clearly the challenge was to position the company for growth – especially in the IT strategy and implementation/Cloud space.
A new name, a new positioning and a new brand strategy that would reflect them as a leader in their category was required. Additionally the new name had to have a ‘local’ url address in its primary markets: Asia, India the US and Europe.
As an outcome of the BrandQuest brand strategy development a new brand identity was created.
The name Diaxion reflects the defined brand essence…
Is an abstraction of ‘di’ (meaning dual or multiple) and ‘action’ (meaning responsive and agile).
Along with a new logo and registration of url in all target markets, a new tagline and web site was developed and a comprehensive set of Brand Guidelines were created for consistency and discipline of all marketing tactics.
The market quickly recognized Diaxion as the leader in the category and business revenues have grown by 280% since the brand change.