What's the Story Behind Infor's Rebrand?Posted at - 01:52 PM on Thu, Feb 14, 2013

Why did Infor rebrand? Deal Architect blogger Vinnie Mirchandani wanted to know and invited Infor Chief Marketing Officer Chip Coyle to explain what's behind Infor's new brand.
 
In a Feb. 13 guest column, Coyle writes: "With the new corporate strategy and a unified product portfolio now in place, the decision to rebrand was about acknowledging that this was a whole new company. … The first step was to clearly define what our brand stands for, bringing to the forefront some of our most important traits: speed, flexibility, and industry specialization. …

"Ultimately a brand is a promise to customers. … Consumers can tell the difference between a superficial rebrand and an authentic one. We will deliver on our brand promise, and that means delivering a new generation of software that truly changes the way work is done."

Read the full column: "The Real Deal: Chip Coyle on Rebranding a Software Company"