This is the 12th in a series of business tips from industry leaders that Enterprise Times has interviewed.
Oliver Pilgerstorfer, the IFS Chief Marketing Officer has had a busy year. He first has to coordinate the rebranding of the Swedish ERP vendor, modifying the logo to reflect its new strapline around “Moments of Service”. Shortly thereafter IFS launched IFS Cloud, its next-generation modular ERP solution that enables customers to mix and match the different components of its solutions from within a single platform.
Pilgerstorfer led the rebranding exercise. Enterprise Times asked him whether he could give a tip to a CMO considering the same exercise.
“Be sure that you’re entering the exercise founded with a strong business reason. Too many CMO’s get excited about a rebrand because intellectually or academically it can be quite exciting. As marketeers we have a responsibility and we are committed to ensuring that all of our investments have a clear return. A rebrand is not outside of that criteria. So ensuring that you’ve got a compelling business reason, and a route to value of the investment that you’ll make is the number one thing that would underpin an exercise for a rebrand.
“Secondly to ensure that you’ve got the support from the stakeholders that you really want to bring on that journey? Yes, of course, your internal employees. But equally, you’ve got to be able to tell a story and a compelling story about why, and why now. If the people that you want to engage with your brand, cannot see the connection there, then it would be a wasted exercise.”
