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.The internal brand was fragmented, and various verticals operated in silos. Corporate brand essence and culture was completely missing. Consumers 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.
Based on the audit phase, we at Bloombox saw an unleveraged potential of the CGC Corporate brand, and its individual businesses that have been extremely successful in isolation. Most businesses were leaders and pioneers in their own regard, and had hugely influenced and contributed to the growth of technology in Qatar at a national level.
Therefore, the refreshed corporate philosophy and the corporate brand purpose of CGC was pegged on, not just a visual shift of coming across as an ‘old world’, ‘local’ business to a complete shift to
TALKING LIKE A MARKET LEADER,
BELIEVING AND ACTING AS A PIONEER,
A facilitator and an agent of change for an inspired future for the company, its people and Qatar at large. A progressive future-shaping corporate brand.
THE BLOOMBOX’S 360 DEGREE CORPORATE REBRANDING INITIATIVE AT CGC INVOLVED BRAND IDENTITY CREATION FOR THE CORPORATE BRAND, ITS INDIVIDUAL BUSINESS VERTICALS, BRAND IDENTITY EXTENSIONS, RELAUNCH PACKAGE – HUGE PR STORY AND COVERAGE, MASS MEDIA RELEASES, OUT OF HOME MEDIA, LAUNCH EVENTS.
THE CORPORATE REVAMP SPREAD OVER 2 YEARS IS NOW CREATED A HUGE IMPACT BOTH INTERNALLY AND EXTERNALLY FOR THE CGC BRAND. THEY ARE NOW AIMING TO BE A
1 BILLION DOLLAR COMPANY END OF 2014.
BLOOMBOX IS ASSISTING THEM IN THIS DREAM.
ALSO, THE SUCCESS OF THIS REBRANDING INITIATIVE HAS RESULTED IN AN EXTENSION OF OUR ENGAGEMENT WITH CGC, WHERE WE ARE NOW WORKING ON THEIR NEW LAUNCHES IN THE RETAIL SPACE AND BRAND PROGRAMS IN OTHER NEW BUSINESSES CGC IS INITIATING.