Tivoli Systems




When Tivoli Systems, a successful, agile-enterprise systems-management solution company, was acquired by IBM, they recognized the need to clarify the brand position and direction both internally and throughout the technology industry.


Together with the corporate marketing team, PetersGroup conducted internal employee and management team audits and external customer and media perception studies and focus groups to understand how the brand value, personality and promise resonated.


More current positioning emerged and a new message platform and brand footprint was rolled-out internally and externally that more closely reflected the business without sacrificing the established Tivoli integrity and reputation.