The question from our client was as simple as it was profound –

“Is Synechron a Mercedes, an Audi, a Toyota or a Kia”?

What the CIO of this Fortune 500 company was doing was trying to understand Synechron’s brand positioning and differentiators by using the well-established automotive brands as a reference guide.

This question has helped me in developing Synechron’s market positioning and brand value over the years, as it is imperative that one clearly understands which type of brand a company currently is and aspires to be.