CSC to launch first branding campaign

by Editor 9/8/2008 3:37:00 PM
Computer Sciences Corp. (CSC) will launch the very first branding campaign in the 50 years of its existence as a way of acknowledging the necessity of widening the scope of its services and stepping outside the boundaries of providing information technology services to the public sector, and into consulting and software development, areas witnessing more rapid growth.

The campaign will include a new company logo and initials CSC as the company’s official name. This is a major change of strategy for a business that has so far kept a rather low profile, mainly because its primary clients were the government and military.

David Booth, CSC’s president of global sales and marketing, said: “One of the things that became obvious to us is that people saw us in a one-dimensional light. People think of CSC as a company that sells to the federal government or as an outsourcer.”

In March, CSC said that the revenue from the public sector in North America rose 1.1 percent, while commercial revenue rose 19 percent. IT services projects worth $350 million or more still account for a half of the total IT services market, while midsize and smaller markets, on the other hand, are growing faster and usually offer better margins, Booth explained.

CSC’s rebranding campaign is aimed at building a stronger profile with smaller and corporate clients.

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