BAE Systems applies intelligence to drop Detica brand

We’ve just spotted that Detica is no more. BAE Systems Detica, which was formed following the acquisition of Detica by BAE Systems in September 2008, became BAE Systems Applied Intelligence from 1st February 2014. BAE Systems acquired Detica in order to create a global security arm, as part of its aim to diversify its business. But in the early days the approach was very much ‘hands off’. BAE Systems was a defence contractor, and Detica was an IT company. There seemed little desire to cross-fertilise (see Detica – rising to bigger challenges in a tough market).

The dropping of the ‘Detica’ name is, therefore, interesting. It signals a change in attitude. The decision won’t have been taken lightly; the Detica brand was strong within the entities that knew it, particularly in the UK. But the name did not play so well globally, with BAE Systems a far stronger brand worldwide.

But aside from the branding issue, this change is also about the repositioning of BAE Systems and Detica in the market.  We spoke to Morag Lucey, who was taken on as BAE Systems Applied Intelligence Chief Marketing Officer nine months ago. TechMarketView subscribers can read about this new phase in BAE Systems' journey in UKHotViewsExtra. If you are not yet a subscriber and would like to gain access, please contact Deb Seth.

Posted by Georgina O'Toole at '08:37' - Tagged: publicsector   defence   strategy   brand   itservices   government