Gartner Research

Building the IT Brand: Impacting the Front Office and Beyond

Published: 01 October 2011

ID: G00226621

Analyst(s): Leigh McMullen , Patrick Meehan

Summary

Gartner CEO and board surveys show that enterprise leaders expect IT to power the business’s engagement of adjacent markets. To succeed in this mission, CIOs must build a strong IT brand as credible providers of front-office and customer-facing solutions.

Table Of Contents
  • Overview

Foreword

Executive Summary

  • Why an IT brand, and why now?
  • Shine in captive IT markets
  • Expand into adjacent internal IT markets
  • Externalize IT’s brand impact

Why an IT brand, and why now?

  • What is a brand?
  • Why should CIOs consider this now?
  • The adjacent market problem
  • A framework for building IT brand impact
  • Meet our interviewees

Shine in captive IT markets

  • Strategy in captive IT markets
  • Case study snapshots
  • Key strategy mechanisms in captive IT markets
  • Leadership in captive IT markets
  • Case study snapshots
  • Key leadership mechanisms in captive IT markets
  • Engagement in captive IT markets
  • Case study snapshots
  • Key engagement mechanisms in captive IT markets
  • Innovation in captive IT markets
  • Case study snapshots
  • Key innovation mechanisms in captive IT markets

Expand into adjacent internal IT markets

  • Strategy in adjacent internal IT markets
  • Key strategy mechanisms in adjacent internal IT markets
  • Case study snapshots
  • IT focus areas
  • Map your past impact on adjacent markets
  • Leadership in adjacent internal IT markets
  • Case study snapshots
  • Key leadership mechanisms in adjacent internal IT markets
  • Engagement in adjacent internal IT markets
  • Key engagement mechanisms in adjacent internal IT markets
  • Case study snapshots
  • Innovation in adjacent internal IT markets
  • Key innovation mechanisms in adjacent internal IT markets
  • Case study snapshots

Externalize IT’s brand impact

  • Strategy and leadership
  • Case study snapshots
  • Map your past impact on the external brand
  • Key strategy areas and leadership mechanisms
  • Engagement and innovation
  • Case study snapshots
  • Key engagement and innovation mechanisms
  • Conclusion

Further Reading

  • Gartner Executive Programs reports
  • Books
  • Website

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