Teradata Case Study

Building and Branding a Rising Business Division

The Challenge

NCR Corporation, a leader in ATMs and retail point-of-sale scanners, recognized a strong growth opportunity with its data warehouse solutions business division, Teradata. The challenge was how to best brand and position Teradata in order to gain awareness and preference relative to strong competitors, including Oracle and IBM.

Our Solution

First, Prophet worked with Teradata to align its business strategy with its brand strategy by articulating clear business goals and objectives for the brand. Prophet then used customer research to determine the brand identity and positioning for the Teradata brand as well as determine the optimal role for Teradata in NCR’s brand portfolio. A series of brand education workshops ensured employees were engaged and equipped to deliver on Teradata’s brand promise.

Results

Following the project, Teradata experienced three years of profitable growth. Unaided brand awareness also increased from less than 5% to more than 20%, and industry analysts and IT consultants began more favorably commenting on Teradata.

In 2007, Teradata spun-off from NCR, and is now a top-10 publicly traded U.S. software company and a member of the S&P 500. To support the spin-off, Teradata refreshed its identity and positioning with the assistance of Prophet. This included new internal and external communication strategies.