"Fogg opened our minds to what we could achieve and have transformed our brand."
We commissioned Fogg based upon their experience of working with global brands at a very strategic level and their ability to hone complex propositions. With our distinct business units, offices in a number of countries and customers all over the world, their experience of working with complex stakeholder groups across multiple territories was also very important to us. Their approach and recommendations opened our minds to what we could achieve and the work they have completed has transformed our brand. We now feel totally aligned to our customers with a cohesive voice and image across all business units and territories.
Antony Young, former UK MD of Coservit & Founder of IQBlade gives an insight to his relationship with Fogg.
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. The perception of the brand was that it was solely a French organisation opposed to a global provider.
The executive team challenges us to bring cohesion to the identity so that external stakeholders understood the businesses capabilities and value, meaning they could engage with and acquire their services. 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 starting point was insight. We spoke to a cross section of internal and external stakeholders from all territories and business units to understand how the business was perceived and what all audience types required from the business.
The insight informed the strategic direction of the project and identified three key areas of focus.
A video written and produced in house to provide an overview of the Coservit LeadSeed sales and marketing platform.
Developing a new positioning and subsequent articulation of the brand ensured it was relevant for all audience types across all territories and market sectors. This gave the business purpose and clarity.
Establishing a new architecture ensured Coservit was the prominent aspect of the brand and equity was built in the main brand opposed to the product brands as was previously being experienced.
Simplifying the identity and product names overcame the inconsistent pronunciation and confusion the existing elements caused.
Simplifying complex business models and product propositions is essential to enable your customers to understand what you actually do and your value to them
Creativity can add value to internal operations by providing clarity, vision and cohesion to the business and it’s internal stakeholders ensuring all are working toward one collective goal
Establishing an architecture to your proposition based on your customers actual needs makes it easier for them to purchase your products/services