INDUSTRIAL BRAND PLATFORM

Faced with the aging of its brand, CGR was in urgent need for a fresh, convincing and powerful communication scheme in order to conquer new industrial clients. This need was further urged by the rapid transformation of the automotive industry, which currently undergoes profound change in the wake of widespread shift to electrical mobility. CGR’s management therefore was looking for a complete revamping of the company’s communication scheme. Based on a preliminary analysis, bb&b advised management to develop a new brand platform prior to the conception of communication tools.

Once agreed on the scope of the mission to be accomplished, we applied bb&b’s proprietary industrial branding scheme to CGR.  It started with a thorough analysis of the company culture, including visits to production facilities, R&D, trade fairs etc. A workshop with the top management ensured a shared perception of the company’s roots, strengths and vision. Clients and employees’ interviews further completed the picture. Once the analytical groundwork done, we started building the brand platform and conceived the new corporate identity. Special attention was paid to the specific organization of CGR as a freedom-form enterprise.