>>from around the globe, >>It's the cube with digital coverage of IBM, think 2021 brought to you by IBM. Okay, welcome back everyone to the cubes coverage of IBM think 2021 john for your host of the QB here with a great guest Maria Winans, who's the CMO of the new spin out, the name Kendrell. Maria. Great to see you cube alumni. Thanks for coming on the Q appreciate it. >>Yes, no, thank you. Happy to be here. >>So I was really excited about this because the new name has been announced of the spin out, Kendra, what's the name? It's been some time, what's been the reception and well the strategy and the reception to get into the brain. But what's been the reception so far? The name Kendrell? >>Yeah, So let me, so let me start by saying that really again, excited to be here, this is think 2021 excited to kind of tell you a little bit about Kendra Kendra, we announced it on april 12, it was how a reveal of the name. Been long anticipated. So I think the, the response has been positive, it's been long anticipated and it was very well received by the market and buy our own kind of internal employees that are part of Kendrell. Um and the reason being that it's very different, it's very new and it also signals directly where this company is going and what this company is about because the underlining of the word Kindle is twofold one, it's kin which stands for kinship, so it's about partnerships, it's about the relationships, it's about the enduring and nurture relationships that we have worked with our customers as well as our employees and the way that we work and drill is from tendril tendrils, is about growth, it's about new growth, it's about continuous growth, so it's the growth that we want to set this company for but more importantly the growth around, you know, in conjunction with our customers. So kinship Kendrell, Kendrell and at the heart of our company it's all about the people and the relationships with our customers. >>That's awesome. Well thanks for giving some insight into the nature is going to ask that question, but you nailed it. So I like this because the theme here think this year and this is an industry theme, but it's really prominent how you guys are executing with the whole IBM red hat and the whole system coming together with hybrid cloud is the word ecosystems has come this new meaning and this vibe of working together in a network effect, creating integrations. So it's like up and down the stack, whether it's technical or personal relationships or business relationships, there's a communal effect here, whether it's a p is integrating together or relationships. So I love the name. What was the process? I'm always curious like how long does it take? Sure. It's like >>yeah, you know, it's a great question because it's not like it's not like we like naming anything right, It's not like naming your dog, like somebody says it's the corporate naming process is very rigorous. Um It has been a journey for us, like any other corporate business that's naming, you know, their strategy, their brand strategy. And um we worked with, as you can imagine with our legal teams, with our regulatory teams. We looked at uh linguistics, we work with linguistic experts from around the world over 70 because we're a global company. So it was very important for us not only to understand how Kendra would land in our global markets, but more importantly also is what it would stand for. And so we did a lot of interviews with our employees, we did interviews with, obviously with our customers and prospects. We looked at trends, we looked at our competitors, we did market research and you know, and within that we wanted to land on something that really was at the heart of what this company was about. Um, and after all of those uh, kind of legalities that we went to, it was, we were very, very fortunate that at the top of our list was actually one of our favorites from the beginning. Um and that was kinda cool because at the heart of Kendrell, it really is about our people. Um, and that's really what we wanted. This company is stand for, this is a business that in a company that his foothold is 90,000 experts in their field, they're going to be part of this amazing company. And what we wanted to do is speak to what was at the kind of at the core of the idea behind this brand, what did we want to stay again for and what we're going to be, and that it was that we were going to be a brand that stood at the heart of progress, um that's our brand idea for not only the businesses that we are part of or with, but at the heart of progress, and at the core was our people and the work that we do, the work that we do for our customers. So it's super exciting to be able to land on something that really can represent that, and also differentiates us from the rest of our competitors in the market. >>So I love the overview. Just real quick question on the language thing was that doesn't mean the same thing in different languages. >>Yeah. And that's something that now is what we're, what we're working on is how do we landed into all the different markets in the appropriate meeting again, That stands for relationships and growth, relationships and growth, and that's the work that we have to do across all of our major markets where we do business. And that's the exciting part to kind of work with our local teams because this company at the end it's foot hole, is what the work that we do in the markets that we compete with our people and with our customers, >>got to ask, you know what, remember I look at some of the branding exercises I've been involved in and talk to experts because I'm not a brand expert, but I see a lot of like there's a lot of work that goes into it. You mentioned a little bit of insight into how that is there. Is there like an architecture for the brand strategy? Because you have a high level I love you bring it into the purpose of the brand. What's the brand strategy for Kendrell? You mentioned some of the core principles. First principles. Is there like an architecture where here's the purpose, here's our mission and here's like the founding principles, take us through the brand strategy >>at the at the heart. There is a brand idea, right? It's a little bit of what I talked about. The brand idea is that we are at the heart of progress, the people and the work that we do. And so one of the things that we wanted to do is really look at the art and the science bring humanity into the way that we were going to activate this brand And that really is where our brand idea came about. Which is at the heart of progress, at the heart of progress, because our purpose as a brand is that together and that is at all levels together. Each of us, you know, advances the vital systems that power human progress together. Each of us advance the vital systems of power human progress, that is our purpose as a company. And the idea of the brand idea is that that, you know, at a nutshell, were at the heart of progress for our customers for each other. And underlining that is about the beliefs we want to really look at, how do we instill this healthy digital economy, um to ensure that we accelerate humanity's progress. And so that's, you know, the whole idea of healthy relationships, purposeful relationships that are about long term and sustainability with our customers, the openness that we want to encourage in the diverse perspectives across our company to promote stronger partnerships with our customers and with our strategic partners. And then more importantly, it really had to represent the belief that the right people, the right teams with the right mindset can do anything, you know, that they want, anything can be accomplished again at the horror were heart where the people. But what was also important in this is that we worked on our brand strategy and our purpose, our brand ideas and what we're going to be our believes around enduring relationships, open partnerships, right skills, right people. But at the same time there was a culture of platform. We wanted to be everything that we have been at. IBM brought the greatness of being part of the IBM company, but more importantly, what our customers look to us for. But then more importantly, what is it that we want to lean into as we move forward and what was very important was how do we activate our experts and really bring the continuum that what our customers expect from us, the expertise and that that we're about with our people and lean into this. We want to have and activate a culture. Where are people continue to be these devoted experts that are all about how they're focused and committed to shared success with? Our customers were empathetic, were and curious about really understanding where our customers are today and where they want to go tomorrow. We're restless and that's another word that we want to really activate in our culture, which were restless. That means we are continuously improving ourselves our skills and focused on the opportunity and every opportunity with bringing energy and bringing excitement to the work that we do. And then we're anticipating we're anticipating the what next? Bringing insights and looking at making these kind of connections outside of where our customers maybe today opportunities for tomorrow. And that really is at the heart of our cultural platform that we developed in conjunction with our brand strategy in support of continuing to do business with our customers in the way that we have and what they expect from us. Um coming from IBM. But the platform that we're sitting forward, >>that's a great uh masterclass gem you dropped there in terms of brand architecture, envision great culture. I love the progress because it feels like that's what people want. They want to move faster and they want a positive future. And I think this idea of, you know, open innovation, progress, inclusive nests inclusion, diversity community. It's the new way of working what what do you look for in the future as this all comes together? What's most exciting to you about? >>What's exciting is that this company is about the service and our people. So as part of any new independent company at the heart of what we do is and I really are off line are the people. And and that's why it's super important that here we are, a company that is at the heart of progress because of the people and the work that we do. We design. We run, we manage the most modern, efficient and reliable technology that our customers expect from us. And they run crucial, crucial parts of their organizations, their business. You know, where the heart and lungs were essential to these customers. And that's the opportunity ahead is how do we continue to build those enduring relationships And and more importantly, what excites me as CMO or this brand is at the heart of what I get to do is really our brand is our people. And how do we best show up every single day? And how do we build a culture? Because building a culture is how you show up for each other, how you show up for your customers. And how do you continuously improve and and lean on each other in the way that we kind of have set ourselves forward. So that to me is exciting to really work at the heart of progress because of the people and then the work that we do for our customers. >>That's super exciting. I love that cultural vibe because what that is is that's the future and now as people are connected, whether they go back to hybrid office or remote, the working together progress creates bonds of creation, this co creation. Something that we love here at the Q. We love working with you guys co creating content together. These experiences of the creation together the solutions for the future really makes a big difference. This is this is game changing it as a psychology and also people want to be part of that and that creates these expert network. It creates the people value the inclusiveness. If you can thread that needle, it's a magical formulas. Don't you agree? >>No, totally agree and it creates belief. Um and as much as I would like to say, we're super excited about the name, were super super excited about the way we're showing up. I don't know if you've seen even the brand creative, you're very different colours, very different twist on the way that our our brands written in a very warm red. That's what's exciting about it is, you know, is the best of companies are not just the brand in the logo is really the brand experience. Um, and that is the way that we need to show up with our best of service with the customer interactions that are best in class and culture platform that really, you know, provides that experience and shows up as a company that Kendrell has the opportunity to be in, growed to be >>Maria wine and CMO Kendrell, great to talk to you. What a great career you've having would have run. You had a great wave here with a great brand, great brand promise, love the progress, love the culture, love the name. Congratulations. Thanks for coming on the cube. >>No, thank you and thank you for having me here, appreciate it. >>Okay, this is IBM think 2021 Cube coverage. I'm John Kerry, your host. Thanks for watching.