Teradata, a software analytics provider operating in 75 countries for more than 40 years, needed growth, cultural change and clearer market communication as its industry shifted. Vivaldi Group ran leadership workshops and customer interviews to reconnect the brand with segments Teradata had drifted away from, and delivered a customer-facing brand definition, core values and principles to guide behavior, and an audience-specific messaging architecture. Following the work, Teradata's stock price rose 57%.
Amid industry shifts, Teradata sought growth, cultural change and better market communication. Vivaldi joined forces with Teradata to transform the business, strengthen its brand presence and set a new course in a changing market.
Vivaldi helped Teradata reconnect with customer segments it had moved away from, instilling customer-centric values and crafting resonant messaging, along with core values, a brand definition and principles to guide behavior and decision making inside the company.
Teradata revitalized its brand strategy, refined its messaging and embraced customer-centric values. Market confidence returned, and Teradata's stock price rose 57% following the work.
| Client | Teradata, software analytics provider |
|---|---|
| Industry | Technology, data and analytics software |
| Region | Global, operations in 75 countries |
| Starting point | Industry shifts, drift away from key customer segments, need for growth and cultural change |
| Vivaldi scope | Leadership workshops, customer interviews, brand definition, core values and principles, messaging strategy and architecture (corporate brand positioning, brand strategy) |
| Outcome | Stock price up 57% following the work; reconnection with customers; values-driven culture |
For over 40 years, Teradata has been a trusted provider of software analytics solutions, serving some of the world’s largest companies across various industries. With operations in 75 countries, Teradata generates and analyzes data to deliver actionable insights that help customers maximize business performance.
Despite its historical success, Teradata was experiencing significant challenges in a changing industry, facing low market expectations and a declining stock price, with shares losing over 65% of their value at one point. To address these issues, Teradata partnered with Vivaldi to position the company for growth, develop customer-centric values, attract top talent, and create meaningful market messaging.
Teradata had served some of the world’s largest companies for more than 40 years, but as the analytics market shifted the company had inadvertently moved away from customer segments that mattered. Its brand described what it did in internal language rather than in terms customers recognized, and its culture needed a clearer set of principles to guide decisions.
The goal was growth, but the route to it ran through reconnecting with customers, attracting talent and telling one consistent story in a crowded, competitive software analytics market.
Vivaldi worked with Teradata’s leadership through in-depth workshops and customer interviews, refining brand directions around the segments the company had drifted from. The result was a brand definition that set out the what and how of Teradata’s offer in customer-facing language, and a set of core values and principles to guide behavior, decision making and a values-driven culture that would also attract top talent.
Vivaldi then built a messaging strategy with an overarching message and key themes, and adapted the corporate messaging architecture into audience-specific messaging so every team could tell the same story. Vivaldi’s guide to what corporate brand positioning is and how it is built explains the approach.
Teradata engaged Vivaldi as shifts in the analytics market left it disconnected from key customer segments and in need of growth and cultural change. Vivaldi’s workshops and customer interviews produced a customer-facing brand definition, core values and principles, and an audience-specific messaging architecture, and Teradata’s stock price rose 57% following the work.
Teradata is a provider of software analytics solutions that has served some of the world’s largest companies across many industries for more than 40 years, with operations in 75 countries.
A customer-centric brand definition, core values and principles, and audience-specific messaging, followed by a 57% rise in Teradata’s stock price. The work reconnected the company with customer segments it had drifted away from and gave it one consistent story in a competitive market.
Through in-depth workshops with leadership and interviews with customers, which refined brand directions around the segments Teradata had moved away from. The resulting brand definition described the what and how of Teradata’s offer in customer-facing language rather than internal terms.
Because a brand is delivered through decisions and behavior, not only messaging. Teradata’s core values and principles guide how people act and decide inside the company, which supports a values-driven culture and helps attract talent as well as customers.
That growth can depend on reconnecting with customers the company has drifted from, and that the fix starts with listening to them. A customer-facing brand definition, translated into audience-specific messaging, lets every team tell the same story and can restore market confidence.
