ThycoticCentrify, which formed when TPG Capital acquired Thycotic and Centrify in 2021, has rebranded as Delinea.
Delinea provides privileged access management (PAM) solutions. Delinea says the new brand identity underscores its significant progress as a combined company. It caters to any size of business.
Chris Smith is Delinea‘s chief marketing officer.
Delinea’s Chris Smith
“The new brand messaging succinctly conveys to partners and our mutual customers the Delinea vision and clearly states exactly what we do, which is providing PAM solutions that deliver seamless security for modern, hybrid enterprises,” he said. “The value proposition that partners will want to get behind is that Delinea offers a seamless solution and is designed to be invisible to the user while being easy for IT teams to own and operate.”
The “aggressive” investment in worldwide brand awareness will drive end-user demand, Smith said, resulting in sales via Delinea’s channel partners.
Delinea’s go-to market approach is backed by additional investment in resources specific to partner enablement, he said.
ThycoticCentrify Always Meant to Be Temporary
Both legacy brands served Centrify and Thycotic well for years, Smith said. However, ThycoticCentrify was always intended to be a temporary, interim brand.
“After the merger last year, we saw an opportunity to rebrand with a name that the combined company could conceive, own and grow as our new identity emerged,” he said.
Many people have emotional ties to the legacy brands, Smith said. However, the company is confident its customers, partners and employees will be “passionate about our new brand and identity.”
The rebrand itself may not offer an increase in competitive advantage, Smith said. However, it will help put a finer point on “what we think are competitive advantages.” Those center around ease of use, its comprehensive suite of solutions, its cloud platform and more.
“So far, the feedback from our partners has been overwhelmingly positive,” he said. “Our partners feel the brand name and design system is very contemporary and presents an innovative, fast-paced technology leader. They also appreciate the clarity of our brand story and positioning with powerful messages that, when underpinned by our strong product portfolio, will help them engage in more conversations with organizations looking to solve modern privileged access challenges.”
Tim Millikin is a partner at TPG Capital.
“One year ago, in partnership with the Thycotic and Centrify teams, we set out to build a dynamic identity security platform that delivers one of the most comprehensive product suites in the market,” he said. “Today’s brand launch marks the next exciting milestone in this journey.”
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As an expert in the field of privileged access management (PAM) and cybersecurity, I can confidently provide insights into the rebranding of ThycoticCentrify to Delinea, a move that reflects the evolution of the combined company after TPG Capital's acquisition of Thycotic and Centrify in 2021.
ThycoticCentrify's transformation into Delinea emphasizes the company's progress and commitment to delivering advanced PAM solutions. The rebranding decision was strategic, aiming to establish a unique identity for the merged entity. This aligns with my understanding of how companies often reposition themselves following mergers and acquisitions to articulate a cohesive vision and mission.
Chris Smith, the Chief Marketing Officer of Delinea, articulates the rationale behind the rebranding, highlighting the intention to create a name that the company could "conceive, own, and grow" as its new identity emerged. This decision aligns with industry best practices, where a well-defined brand identity is crucial for communicating a company's purpose and offerings to its audience.
The article mentions Delinea's focus on providing seamless security solutions for modern, hybrid enterprises through its PAM offerings. This underscores the company's commitment to addressing the evolving needs of businesses in the digital landscape. The emphasis on being invisible to users while being easy for IT teams to manage aligns with the current industry trends, where user experience and operational efficiency are paramount in cybersecurity solutions.
The "aggressive" investment in worldwide brand awareness and additional resources for partner enablement indicates a strategic approach to market expansion. This aligns with my knowledge of how companies often invest in marketing and partner support to drive end-user demand and enhance their market presence.
The acknowledgment that the ThycoticCentrify brand was always intended to be temporary demonstrates a thoughtful approach to brand strategy. Legacy brands, in this case, Thycotic and Centrify, served their purpose but were eventually replaced with a new brand that better reflects the combined company's identity and direction.
The article mentions Tim Millikin, a partner at TPG Capital, highlighting the collaborative effort between TPG Capital, Thycotic, and Centrify teams to build a comprehensive identity security platform. This reinforces the idea that the rebranding is part of a broader strategy to position Delinea as a leader in the identity security space.
In summary, the rebranding of ThycoticCentrify to Delinea is a strategic move to assert a new, unified identity in the privileged access management market. The emphasis on modern solutions, ease of use, and investment in brand awareness and partner enablement align with industry best practices and reflect a deep understanding of the evolving cybersecurity landscape.
