Feeds

Capgemini succumbs to rebranding madness

Whalesong, joss-sticks, synergy, thrust

  • alert
  • submit to reddit

Security for virtualized datacentres

That Capgemini logo in fullLogoWatch We have just received word of a nasty outbreak of whalesong-driven rebranding madness at none other than Capgemini, the artist formerly known as Capgemini, Ernst, Young, Cuthbert, Dibble & Grubb - or something like that.

Yup, the Strategy Boutiques have been hard at it, and there is more than a suggestion of joss-stick scented flip-chart presentations about the company's breathtaking new identity.

Apparently, it's all about "collaboration"; not the kind which involves grassing up the Maquis to the Gestapo, but rather the sort of corporate group hugging in which highly-trained operatives get busy with "Targeting Value, Mitigating Risk, Optimizing Capabilities and Aligning the Organization".

Capgemini: Targeting ValueThe title for this four-pronged attack on the corporate paradigm is the "Collaborative Business Experience". As CEO Paul Hermelin puts it: "Collaboration is not something you can teach employees in a day course, it's part of a company's culture and DNA."

This may be true. Sadly, though, Capgemini's DNA also includes an unpleasant double-recessive gene which means that if the company mates with an advertising agency carrying the same gene, there is a one-in-four chance of the result being total cobblers. This would certainly explain the bastard offspring of Capgemini's liaison with Olivier Moulierac, head of Euro RSCG C&O Creative Department, who explains the company's rebrand advertising extravangaza thus:

The very soul of the new Capgemini is not simply its role as a provider of corporate consulting and business services but as a true collaborator with its clients. As the simplicity and directness of its logo underscores, it seeks relationships built on openness and trust. To reflect this evolution, the presentation of the brand had to be straight-forward and obvious - in other words, a true reflection of the core values of the company. It is a unique position in the field of corporate consulting and services, and our creative approach to the campaign is built on this double axis. It is both contemporary and sincere, and it shuns the standard images of stardom so often seen in today's advertising world.

Evolution, core values, double axis - it's all horribly familiar. But if you're tempted to feel sorry for the hapless Capgemini clients who have read this nonsense, then spare a thought for the company's employees, who were recently treated to this synergy-boosting, evolutionary vision:

The Collaborative Business Experience label has been designed to act as a quality label, a guarantee of our collaborative way of working with our clients, our commitment to mutual success and tangible value. To all of us it will be a leitmotiv, a sign of our shared commitment to embody the Collaborative Business Experience. It is not a substitute to the Group logo but a seal, a stamp of approval that will become an element in our new visual identity.

Leitmotiv? You must be bloody joking. ®

Related stories

Eurovision smitten by rebranding madness
Welsh dragon struck by rebranding madness
Taiwan hit by sudden outbreak of rebranding madness

New hybrid storage solutions

More from The Register

next story
Every billionaire needs a PANZER TANK, right? STOP THERE, Paul Allen
Angry Microsoftie hauls auctioneers to court over stalled Pzkw. IV 'deal'
Apple's Mr Havisham: Tim Cook says dead Steve Jobs' office has remained untouched
'I literally think about him every day' says biz baron's old friend
Flaming drone batteries ground commercial flight before takeoff
Passenger had Something To Declare, instead fiddled while plane burned
Cops apologise for leaving EXPLOSIVES in suitcase at airport
'Canine training exercise' SNAFU sees woman take home booming baggage
WRISTJOB LOVE BONANZA: justWatch sex app promises blind date hookups
Mankind shuffles into the future, five fingers at a time
Jony Ive: Apple iWatch will SCREW UP Switzerland's economy
Apple's chief designer forgot one crucial point about overpriced bling
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
Providing a secure and efficient Helpdesk
A single remote control platform for user support is be key to providing an efficient helpdesk. Retain full control over the way in which screen and keystroke data is transmitted.