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Navigating the Rebrand of a Global Technology Organization

Michael Dula

After the acquisition of Avnet’s Technology Solutions business, Tech Data needed a new brand identity to highlight the company’s expanded reach and capabilities as a global leader in technology distributions and services. A rebrand of a company this size with or without an acquisition is a massive undertaking. In this episode, Michael Dula, Chief Creative Officer at BrandingBusiness, talks with Alex Fox, Director, Creative Services at Tech Data about the intricacies of a rebrand this size, the challenges involved, and managing and executing while keeping all members of a global company informed and included in the process.

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