Naming de la marque smart d’un major du BTP.

Spie Batignolles, groupe de BTP français indépendant, choisit l’accompagnement en conseil de CVS Marketing afin de finaliser la dénomination commerciale de sa nouvelle marque d’instrumentation et de mesure. La marque sera au service de la ville intelligente, du bâtiment connecté et d’un environnement durable pour tous.

 

In mid-April 2021, Spie Batignolles, an independent group and a major player in building, infrastructure and services sector,, contacts us via our web form. In less than 24 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 a facilitation and framing of the reflection that allows to quickly arrive at a name that is satisfactory for all.

The issue :

Respond as soon as possible to Smart markets on this brand to capture opportunities.

The challenge is to quickly have a commercial brand with the following prerequisites:

• consistent with the Group’s other brands and a link between existing brands,
• explicitly for the connected solutions market, from technical to inspirational,
• Transverse for the targeted markets.

 

The solution :

Naming workshop with management, internal survey, feedback 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.

In conclusion,

The pluses 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.

The issue :

Respond as soon as possible to Smart markets on this brand to capture opportunities.

The challenge is to quickly have a commercial brand with the following prerequisites:

• consistent with the Group’s other brands and a link between existing brands,
• explicitly for the connected solutions market, from technical to inspirational,
• Transverse for the targeted markets.

 

The solution :

Naming workshop with management, internal survey, feedback 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.

In conclusion,

The pluses 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.