Accelerating Growth: Launching a Brand from Scratch (EDS → UGS → Siemens)

Challenge

When EDS sold its Product Lifecycle Management (PLM) division to a private equity consortium in 2004 for $2.05 billion – which at the time represented the largest-ever private equity investment in a technology business – the newly independent, nearly $1 billion company needed a complete brand relaunch.

Approach

John led the effort to rename, reposition and reintroduce the business to the market — transforming the former EDS PLM Solutions into UGS (short for Unigraphics, one of its core products). Histeam developed the new brand identity, website, marketing assets and communications strategy to signal independence and innovation. Three years later, the company was acquired by Siemens for $3.65B. Once again, John’s team led the global change management process — updating all assets, rebranding to Siemens PLM Software and ensuring consistent messaging across all marketing and internal communications.

Results

• Seamless global transition during two major ownership changes.
• A unified brand architecture recognized worldwide.
• A sustained reputation for innovation and reliability that continues under the Siemens Digital Industries Software name.

Key Takeaways

Strong brand leadership and disciplined communication can transform complex corporate
transitions into opportunities for growth and long-term value creation.

Services Rendered

• Advertising and Creative ServicesDigital Marketing
• Public Relations/Media Relations
• Internal Communications