Columbus IT becomes Columbus launches new brands to support growth and vertical focus

Columbus has launched a new corporate and solution brands to support its investment and strategic focus on vertical markets. Thomas Honor, CEO of Columbus, commented: "The rebranding and positioning of Columbus reflects our focus on our key industries, including retail and distribution, food processing and manufacturing. We have spoken to our customers in each of our strategic markets and geographies and they have guided our investments which are reflected in our new branding conventions."

 
Corporate name change
As a fundamental part of rebranding the company has also changed its name from Columbus IT to Columbus. Research with clients indicated that the "IT" in Columbus IT erroneously placed the company in the IT infrastructure category and not in the solution consultancy category in which the company has built its reputation.
 
Global focus on three industries
Columbus has invested heavily in developing standard solutions for the retail and distribution, food processing and manufacturing markets.  This investment is reflected in the global launch of new solution brands ColumbusFood, ColumbusManufacturing and ColumbusRetail. These solutions often meet 80% of the industry requirements right off, and with individual adaption, clients experience the full impact on their business performance at a lower total cost of ownership.
 
"Our customers told us, that they want one solution that is ready to use, delivered with deep industry expertise and business understanding," said Honor. "They want knowledge and demonstration of best practices. With our deep industry engagement and understanding, Columbus's vertical solutions mean quicker and more cost efficient deployments with predictable results."
 
Once you know how
The company's new tagline "Once you know how" is naturally associated with Christopher Columbus. After having discovered America, critics argued that anyone could have done so. Columbus challenged them to stand an egg upright on the table, and when all failed, he gently broke the shell on the narrow end and stood the egg up. "That's easy!", they said. "Yes", replied Columbus, "once you know how." Columbus is built on the same simple principle: The know how to make clients' businesses more efficient and successful based on proven best practices.
 
Visitors to www.columbusglobal.com will be met by a new company name, design and logo, new vertical brands and tagline: Once you know how