Does It Matter How We Brand IT, Or Are Bigger Questions Afoot?
CIO, Friday, February 7th, 2025
I've been writing about rebranding IT since 1999, but today, debating a name change is almost moot. The important conversations in this new data economy are about how tech leadership can turn data into value, and how companies can completely overhaul their legacy selves.
Recently, there's been a flurry of LinkedIn activity in response to an article by IT Brew reporter Brianna Monsanto about the value of an IT department name change. The general conclusion from the article, and ensuing discussion, is that while changing IT's name can be a good move, it's merely a branding element in what needs to be a wholesale reengineering of the team. If you feel the need to change the name of your IT organization, you probably have bigger problems. Or, as I put it in the article, putting lipstick on a pig isn't going to help. You have to actually change that animal.