“Building on Belief” Opens New Opportunities

Tata Consultancy Services (TCS) recently held an analyst briefing unveiling their new tagline. TCS indicated that the main driving factors for a new tagline included:

• the organization and market reality has changed

• TCS’ objective in enabling bold aspirations

• a changing macro environment 

TCS started the briefing by providing some context on the previous taglines. “Beyond the Obvious” was created over 20 years ago, and the current “Experience Certainty” tagline was developed in 2005.  TCS highlighted its Business 4.0 Framework, which was developed three years ago with “Purpose-driven, Adaptable and Resilient” as its core tenets.  The new tagline was designed to build upon the foundation developed.  

While developing the new tagline, TCS worked with over 100 customers to learn about what TCS’ strengths were as perceived by them. Among some of the key strengths highlighted included:

• TCS is “In it for Good” – They put good of customer and industry first, and “do the right thing”

• Scaling technology for transformation – make technology and innovation work in context of the client

• Proving it Possible

• Fundamental to the Future – enabling to build a Future for Tomorrow

• “Contextual Knowledge” - knowing client better than they know themselves

• Pursuit of Perpetual Progress (e.g., declared Agile 2020)

• Innovative & Pioneering – TCS tries to shape the future

After careful internal review and discussion, TCS finalized on the “Building on Belief” tagline.  TCS stated that all businesses are born out of a belief to make some kind of difference, and that all great things are born in a belief that “ideas that matter”. TCS’s objective is to always align with their customers on a belief(s) that is core to their business and operational needs. The tagline is supported by the brand promise of “Bring Everything to Task”, Know-How, Mastering the Journey, and “In it For Good”.

ARC’s perspective on the new tagline was summarized as follows: The tagline enables creation of a message on what “Building on Belief” can mean to each customer and further highlights TCS’ strength in playing an active and collaborative role with clients, their passion and belief that TCS’ work counts in people’s lives, and the belief in building for the future through innovation & collective knowledge. ARC can envision how the “Building on Belief” tagline might be tailored to the unique needs of individual customers in different industries, such as oil & gas, chemical, electric power generation, pharmaceutical, and many others.