CREATION OF A UNIFIED CORPORATE BRAND.
BRANDING TO CREATE A CORPORATE FUTURE & CULTURE

 

CGC, one of the top Qatar based Group companies was looking at consolidating their corporate brand and give its group the much deserved image and leverage in the market.

Top management interviews, employee workshops, consumer research indicated a huge mismatch in company’s self conception of the brand and reality. Internal brand was fragmented, and various verticals operated in silos. Corporate brand essence and culture was completely missing. Consumer didn't really see the might and the power of the group company, and the perceptions and associations were skewed to one of their small but significant business in mobile distribution and retail.

 

These challenges demanded a larger approach to corporate brand beyond just new logo and identity design.