Branding Grows More Important for Channel

Computer Sciences Corp. (CSC) has now become the latest technology services integrator to launch a global branding campaign. According to Reuters News Service, CSC is planning to spend tens of millions of dollars to boost its visibility around the world.

With competition for new business in the channel increasing, world economies slowing and merger and acquisition activity growing, it'sot surprising that large multi-billion dollar integrators like CSC would want to get more visible. (CSC's three targest competitiors EDS, now part of HP, Accenture and BT Global Services have done this for years.) CSC has found itself in a spot like thousands of other successful channel partners: It offers great technology, solutions and integration expertise, but it works largely in the shadows, unknwn to the general public.

The vast majority of channel partners can't afford CSC'ssolution. They have to depend on their technology expertise and business alliances to grow their revenues. Even so, branding efforts by companies such as CSC might just help the channel as a whole, as well as individual companies. As te public becomes more familiar with what channel players can accomplish, it might become more willing to seek out a channel partner when sophisticated technology implementations are needed.

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