New name for the Smart subsidiary of a major construction company
Spie Batignolles, an independent French construction group, chose CVS Marketing’s marketing consulting services to finalize the commercial name of its new instrumentation and measurement brand serving the smart city, connected buildings and a sustainable environment for all.
Emergence of Smart markets and desire to pool IoT expertise within the group
In mid-April 2021, Spie Batignolles, an independent group and a major player in the building, infrastructure and services sector, contacts us via our web form. In less than 12 hours, a telephone interview is organized with the Development & Innovation Department.
The objective of this meeting is to quickly propose a structured, 360° support system for the naming of a new commercial brand dedicated to the Smart markets.
The specificity of this project is to solicit the opinions of the various internal stakeholders, while proposing an animation and a framing of the reflection which make it possible to quickly arrive at a name satisfactory for all.
The issue :
Respond early to Smart markets on this brand to capture opportunities
The challenge is to quickly have a commercial brand with the following prerequisites :
Transverse for the targeted markets.
The solution :
Naming workshop with the management, internal survey, restitution and short-list by CVS Marketing
CVS Marketing proposed, implemented and monitored the following process :
- Internal employee survey to gather ideas : drafting an online survey, sending it out, processing the returns and reporting back
- Summary of the competitive environment (brand names, names of marketing offers)
- Brand name trends, name associations focused on “Technology”, “Usage”, “Market”.
- Audits related to trademark protection
- Naming workshop at Headquarters in Neuilly-sur-Seine in working group
- Follow-up of the decisions taken until the validation of the naming of the new brand.
CVS Marketing managed the project in collaboration with Spie Batignolles’ management and the management of the entity concerned. The advantages for Spie batignolles :
- Knowledge of the Smart market eco-system
- Reactivity in the proposal of an approach
- Speed to implement, process actions and propose names
- Listening, proximity, conviviality, in line with the Human Values of Spie batignolles to lead this project.