The challenge
As Cegeka continued to grow internationally, a fundamental brand question became more pressing: was the existing Cegeka name strong enough to carry the business across markets, or would future growth require a different name? At the same time, its expanding corporate and product portfolio called for a clearer architecture that could create coherence across business lines, solutions and regions.
Our solution
We advised Cegeka to further develop one strong masterbrand, supported by consistent endorsement and a clear naming logic for business lines and products. Brand architecture, tagline development and product naming strategy were brought together in one coherent system, with Shaping digital together as the new brand promise.
Services
- Brand strategy and positioning
- Expert interviews
- Brand architecture development
- Tagline development
- Business line and product naming architecture
A masterbrand built to support international growth
As a company expands internationally, its brand architecture needs to do more than reflect the organisation as it exists today. It needs to accommodate new activities, propositions and markets without losing coherence.
For Cegeka, this meant continuing the evolution towards one strong masterbrand. Business lines, services and products are organised around the overarching Cegeka story, allowing recognition of the corporate brand to grow alongside the portfolio.
This creates a clear principle for future brand decisions: new growth should strengthen Cegeka rather than continuously introduce new standalone brands.
A tagline that connects digital ambition and collaboration
An international brand strategy also needs language that works across markets. Based on the brand strategy, market and competitor analysis, and conversations with internal stakeholders, we developed the new tagline:
Cegeka, Shaping digital together
Shaping reflects Cegeka’s active role in helping clients define and achieve their digital future. Digital anchors the promise in the company’s field of expertise, while together captures the close cooperation with clients that has long been part of Cegeka’s way of working.
The tagline brings the strategic position together in one recognisable brand promise: shaping digital progress together.
Naming as part of the brand architecture
Product and business line naming were approached through the same architectural logic. Wherever possible, descriptive names should be directly connected to Cegeka, allowing new propositions to reinforce the masterbrand.
Existing local heroes require a more individual approach. Their role is assessed according to their origin, market position and strategic value. Where a separate name remains commercially relevant in a local market, a consistent naming logic can strengthen its relationship with Cegeka. As such a brand grows internationally, full integration into Cegeka becomes the long-term direction.
Naming therefore becomes a system for structuring future growth rather than a series of isolated creative exercises.
Result
The project established a clear framework for Cegeka as a stronger international masterbrand, with Shaping digital together as its brand promise and a consistent logic for business line and product naming. These principles give Cegeka a strategic basis for approaching future growth and new naming questions as part of one coherent brand system.
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