Addison Whitney's Work with TSI International Results in New e-Business Identity - Mercator.Business Editors CHARLOTTE, N.C.--(BUSINESS WIRE)--Jan. 18, 2000 TSI TSI Total Solar Irradiance (sum solar light in energy per unit of time) TSI Trading Standards Institute (UK) TSI Transportation Safety Institute (US DOT) International Software Ltd. (Nasdaq: TSFW) today announced its new identity as Mercator Software, the e-business transformation company. Mercator engaged Addison Whitney, a strategic branding and design consultancy, to help them develop a new corporate identity. The choice was a perfect fit for Mercator's needs based on Addison Whitney's extensive experience in high tech and Internet branding. As TSI continues to grow both organically and through and strategic acquisitions and mergers the need to better position the company became very evident. The TSI identity did not offer a strategic point of differentiation and the acronym acronym: see abbreviation. A word typically made up of the first letters of two or more words; for example, BASIC stands for "Beginners All purpose Symbolic Instruction Code. TSI is shared with several other companies both inside and outside of the high technology sector. As Addison Whitney worked closely with TSI, they explored several strategic directions. The selection of Mercator became more obvious once the assessment of the various directions was completed. "We enjoyed working with Connie Galley, CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of Mercator and her team. The strategic decision that they have made to use Mercator, as the new corporate identity is part of a very well thought out plan. The name had inherent brand equity and the Mercator integration products played a large part in the growth and the success of the company today, making it a logical choice" said Clayton Tolley, President of Addison Whitney. Addison Whitney has created such successful branding launches as the Epson Stylus stylus: see pen. (1) A pen-shaped instrument that is used to "draw" images or select from menus. Styli (the plural of stylus, pronounced "sty-lye") come with handheld devices that have touch screens, such as PDAs and video games. (TM) line of printers, Microsoft's Outlook(TM) software, Lucent's Flexent(TM) communications devices Typically refers to a terminal used to send voice, video or text. Mobile phones, wireless PDAs and personal computers equipped with microphones, speakers and cameras are all considered communications devices. See modem. , and the Caredata.com(TM) new corporate identity. Other key Internet and high tech clients include Lycos, Viewlocity, EpicEdge, Diamond Multimedia, Xerox, Compaq, IBM (International Business Machines Corporation, Armonk, NY, www.ibm.com) The world's largest computer company. IBM's product lines include the S/390 mainframes (zSeries), AS/400 midrange business systems (iSeries), RS/6000 workstations and servers (pSeries), Intel-based servers (xSeries) , AltaVista and Sony. Over the last eight years, Addison Whitney has worked with over five hundred clients from seventeen countries around the world. |
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