Building growth through bold business and brand strategy

Challenge

With an ambition to become one of the largest players in the logistics and transport sector, IACC, an international Maritime and Freight Transport Company, needed a better picture of the market’s perception of their brand and brand equity. They required a brand strategy which would hold up to international standards.

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Approach

To truly understand IACC’s market position, we analysed consumer perceptions of the brand, as well as customer experience and company challenges to manage such experience in the most optimal and efficient engagement process. We conducted a competitive market review by mapping out key local and international competitors, auditing the versatile lines of business owned by the Holding company, and benchmarking them against the other organisations.

We then embarked on developing a brand structure for the Holding Company based on the insights captured, in order to truly leverage the strengths of the mother brand while capturing the differentiators of the sub-brands. Our audit enabled the development of a vigorous brand strategy and design, alongside a tailored brand communication program with internal and external tools to drive success.

Results

IACC now operates creative brands for four companies under the Holding company, which unified and enhanced the overall image of the group. As a direct result of the communication tactics implemented, international business opportunities have emerged. Today, IACC is one of the oldest yet most modern regional companies, developing rapidly over the years.

“The team and I really enjoyed the process of rebranding our companies with CID. We had just come out of a major restructure and the CID helped us shape strategic direction from both a brand and business perspective. Their team had the perfect balance between creativity of marketeers and the acumen of management consultants.” – Mohamed El Ahwal, CEO, IACC Holdings

WHAT OUR CLIENTS SAY

A quick note before my last day tomorrow to thank you all for the great support and advice you have given to me and the business since we entered Egypt. It’s added great value to our decision-making, from your understanding of the political dimension to how issues will be perceived ‘on the street’. You have covered all the angles! You are a great team, and I will very much miss working with you all. Hopefully we will get the chance to work together again in the future. I know that Diana is very much looking forward to working with you, looking ahead. In the meantime, keep doing what you do.

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Jonathan Milne
Chief Corporate Affairs Officer - Capricorn Energy

We worked with the CID team for over 2 years to develop our strategies, and CID has provided two teams; one specialized in social issues and community development and the other in reputation management and corporate communications. The two teams are staffed with experienced professionals who are knowledgeable in their fields and have been working closely and effectively with the ERC team. We believe that CID’s guidance and support in developing and implementing our community engagement and communications strategy has been essential in positioning ERC to meet its corporate social responsibility obligations and its commitments to the stakeholders necessary for ERC to secure its social license to operate.

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Tom Thomason
Former Chief Executive Officer, The Egyptian Refining Company