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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.

Background :

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 :

  • cohérente avec les autres marques du Groupe et trait d’union entre les marques existantes,
  • explicite pour le marché des solutions connectées, du technique à l’inspirationnel,
  • 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 :

    CVS Marketing managed the project in collaboration with Spie Batignolles’ management and the management of the entity concerned. The advantages for Spie batignolles :