Creating our new company tagline

An inside look

In

Marketing,

we want to

be original.

Should that

be our

focus?

“Even in literature and art, no man who bothers about originality will ever be original: whereas if you simply try to tell the truth (without caring twopence how often it has been told before) you will, nine times out of ten, become original without ever having noticed it.”

- CS Lewis

This is an inside look at how we created our new tagline.

Our industry

Internal

obstacles

At Oakwood, we lose business oftentimes because we are not

addressing the decision criteria or

redefining the decision criteria

• It projects have a history of failure

• A need exists for strong project management

• Clients don’t know who to trust

• The marketplace is filled with commoditized offerings from look-a-likes

• It’s a white-box world.

Market Conditions

• There is little loyalty

• Low costs now trumps loyalty

• The volume of confusion in the market is real due to the volume of service providers.

• Low costs doesn’t necessarily mean cheap. To the client, it may mean “optimized” or “efficient” or “streamlined.”

Industry Pricing

• The label “consultant” has lost equity

• IT staffing companies, IT resellers, IT training companies, software companies and hardware companies all have “services businesses” and all use the term, “consultants” to describe a sea of people.

• If you sell Tupperware®, knives, Pampered Chef® you’re a consultant.

• If you’re retired or fired, you’re a consultant.

Consultant equity

Our company

We are the only Solutions Innovator that brings a breadth of multi-disciplined skills across a variety of technologies for mid-market and Fortune 1000 businesses where the right choice proves elusive in driving value and solving complex business and technical challenges; in an era of increasing complexity, opportunity and the speed by which results need to occur.

Our “ONLY” statement

We change the way organizations do business as it relates to people, process and technology.

What we do

• With Oakwood, you’re not engaging an individual.

• We stand behind our work as a company.

• We’re not experimenting and this isn’t a transaction.

• We offer proven methodologies and processes that have worked again and again for delivering results.

• We prefer personal relationships.

• We will always do the right thing for our clients – above time, cost or effort.

Our Promises

• As businesses grows, they strive for reliability, predictability and compliance. They ensure standards and policies are in place to make their business consistent, repeatable and structured in order to remain profitable.

• But through this well-intentioned framework, organizations struggle balancing the short term priorities with longer term transformational business changes. The whirlwind of the tactical overwhelms the tailwind of the strategic.

Our Point of View

•We believe that finding ways to assist our customers in meeting these challenges through innovative uses and applications of technology within their businesses is critical to address these influencers.

• It's time to rethink our structure; time to rethink how we interact with customers, partners and suppliers. Its ideas, not widgets that drive business.

Our Point of View

•Businesses don’t need more policies and protection against different thinking.

• They need to foster an environment where radical ideas can break new ground; where people are allowed to fail and grow, where companies discover new methods to engage customers, employees and stakeholders; separating their organization from average, breaking free from entropy.

Our Point of View

We

support

• A world of where customer service is better than marketing

• Money spent wisely• Empowering team members to

make decisions• Thwarting Parkinson's law• Finding the 20% that makes the

80%• Time well spent• Insightful decision making• Technology that helps to get

more done vs. enabling more multi-tasking.

We’re the people creating a new way to do business. We desire to transform bogged down organizations into audacious groups of people who enjoy their work; to help with challenges related to people, process and technology; and to ultimately eliminate mediocrity, entropy and bureaucracy wherever we’re welcomed.

A better way to work. Together.

Our thinking

Tagline Goals

① Speak to the core industry issues.

② Speak to the breadth and depth of our services.

③ Convey a positive outlook.

④ Point to the future, yet reveal our heritage.

Tagline Goals

⑤ Serve a purpose beyond a catch phrase.

⑥ Represent the results organizations “feel” after engaging Oakwood.

⑦ Be Humble vs. haughty.

⑧ Keep it relevant, elegant and simple.

Be a proponent of change: help organizations avoid the traps of mediocrity, bureaucracy and entropy.

Don’t pretend to know it all. We can’t do it alone.

Evoke in business that it’s time to rethink old policies, structure and safe-guarding; time to rethink how we interact with customers, partners and suppliers – it’s ideas, not widgets that drive business.

Tagline Intended Message

Tagline Word Farm (who we are)

Accountable Focused Confident

Competent Honest Results-oriented

Responsive Wise Tech-savvy

Ingenious Successful Rare

Explorative Experienced Approachable

Business Savvy Forward-Thinking Growing

Reliable Transformative Innovative

Industry Tagline Examples (inspiration)

Get There. Together. We Transform Business.

Let’s Build A Smarter Planet. Innovation With Purpose.

Exploration Driven. Delivery Focused.

How Tomorrow Moves.

The Power Of Ingenuity. An Instinct For Growth

Move forward. With Confidence. Your Promise. Delivered.

Tagline Finalist (taglines considered)

Powering Transformation The Power of Certainty

The Point of Certainty Accelerating Growth

We don’t suck Engineering Results

Inspiring Certainty Powering Success

From This Point Forward Creating Certainty

A New Era of Thinking Inspiring Possibilities

And

finally…

Our tagline

oakwoodsys.com

At Oakwood, we are

Powering Transformation.

Together.

Thank you for taking the time to read.