Just how important is branding when associated with a target market? Back in 2005 we created Mimtech
, a venture specialising in WCM
(web content management) with a predominant focus on the public sector. While Mimtech, which was pronounced boring by my partner and relatively fairly so, is not particularly creative, it was
chosen specifically to appeal to the public sector. Local government are not that impressed by labels and a particularly creative brand would, in all honesty, probably have been detrimental to our business. We are now targetting the private sector with a new WCM offering and are considering changing the brand to something that says more about the creativity we employ in our technical solutions. I have my opinion but I'd be interested in hearing what others think?