The Rebrand of Two Iconic Companies in the Industry: Kronos and Ultimate Software

By Michael Rochelle, Chief Strategy Officer and Principal HCM Analyst, Brandon Hall Group

After many months of painstaking research and conversations with employees, customers, prospects and industry experts, a new simple but powerful name has emerged — UKG (Ultimate Kronos Group). Mergers are complex and difficult to make work, especially when combining two powerhouse cultures and a wide array of products and services. Choosing a new name that embodies everything about the previous organizations and laying the ground for a new vision and mission is a daunting task. UKG is a brilliant solution to the challenges in rebranding both companies.

Two iconic brand names are removed from the market. However, a new name that has its own super brand power potential has emerged. The premise is simple: take two distinct market-making brands and combine them through a unifying name.

The messaging around the new brand, “Our Purpose is People” embodies the two companies’ cultures; both great places to work and filled to the brim with inspirational and passionate people totally focused on people at work.

The rebranding of the two companies provides a new and exciting platform to drive greater advancement in the reshaping, reimagining and rethinking of how people interact, perform, develop and thrive at work. The rebranding acknowledges the significant milestones both companies achieved in their past and, at the same time, provides a bright line to what the future holds for the new company.

UKG is a reflection of seven decades of combined experience, expertise and know-how from the two industry leaders in the field of HR transformation. The new UKG name clearly builds upon this unmatched industry depth and breadth by reflecting the strength and innovation of both brands yet also bringing singularity, common purpose and a shared vision for current and prospective clients.

A leadership-level provider in the field of HR must share a common goal with their clients that people need to feel they are valued, inspired to leverage their individuality to develop to their full potential, deliver breakthrough performance and feel a sense of community and belonging in their organization. Ultimate and Kronos are people-centered organizations big hearts for their employees — and their clients’ employees. The new brand exemplifies this people-centric notion and symbolizes the level of commitment the combined companies have for their clients. UKG represents a continuation of the great products and services clients have come to know and creates an air of excitement for what is to come.

Michael Rochelle @MichaelRochelle, Chief Strategy Officer and Principal HCM Analyst, Brandon Hall Group

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