Inspiring global expansion

Grenoble, France

Headquartered in France with offices in the UK and US, Coservit work with some of the largest IT organisations around the world.

The business had enjoyed some early success but was becoming stagnant due to their brand image which was confused, misinterpreted and inhibiting their global operations.

Our challenge was to build a brand that changed the perception of the business from being a French organisation to a global provider.

We identified the need to bring cohesion and more simplicity so that external stakeholders understood the businesses products, capabilities and value, meaning they could engage with and acquire their services more easily.

The challenge was also to provide internal stakeholders with a clear direction for the business to ensure all employees were working toward a collective goal.

Our insight programme informed the strategic direction of the project and identified three key areas of focus:

• Architecture – how the business structured its corporate entity and products
• Positioning – what the business stands for and how it fits in the market
• Identity – how the business presents itself and communicates its proposition

Establishing a new architecture ensured easier navigation to and between products and that the business was able to build greater equity in the corporate brand.

Developing a new positioning, proposition and creative execution provided more relevance for all audience types across all territories and market sectors. This gave the business purpose, clarity and a stronger, more relevant platform for global expansion.

"We commissioned Fogg based upon their experience of working with global brands at a very strategic level and their ability to hone complex propositions. Their experience of working with complex stakeholder groups across multiple territories and business units was also very important to us. Their approach and recommendations opened our minds to what we could achieve and has transformed our brand. We are now totally aligned with a cohesive voice and image across all business units and territories."