Kyndryl - A New Brand Is Born PDF
In April 2021 this company nicknamed NewCo was still an IT Services department of a corporation. On 4th of November the newly born Kyndryl (with "Kyn" referencing "kinship" and "Dryl" referencing "tendril") became world’s largest startup beginning its business life with $2bn in cash, 90000+ employees, 4000+ enterprise customers in 60+ countries, and annual revenues of nearly $19bn. What was the future of this company, burdened with a heavy corporate legacy and a total lack of trust by media and analysts? What was its brand promise – a promise of a startup, of a corporation, or anything else?