CCi is a global leader in business performance improvement, enabling the world’s leading supply chains to drive and sustain operational excellence. Trusted by some of the world’s most iconic brands like Diageo and Suntory Global Spirits, CCi’s footprint spans more than 75 countries and 3000+ operations across the globe.
CCi is on a growth mission. To support its ambitions, the CCi leadership team recognised the need to invest in a strong brand presence. It was essential they could demonstrate the sustained value that CCi provides to clients and establish a solid foundation for market differentiation. The existing brand was dated and confusing, featuring a disconnected user experience across multiple websites, names and visual elements. This poor positioning failed to effectively highlight CCi’s expertise, products and services, thus adversely affecting its reputation. Jay Milligan, CEO, set out to find a marketing firm that would be able to bring the agility and pace needed for the rebrand.
The new brand was crucial, the faster we could launch the new identity and build CCi’s reputation the better. With tight time frames to deliver the refreshed brand into market taking an agile approach was vital. We leveraged agile marketing methodology to rapidly conduct our brand development and internal preparations including a brand and marketing audit, market research and ideation, validation and iterations to refine the brand and launch within 9 months, significantly faster than typical brand refresh projects. This included a website relaunch, merging two existing sites into one unified site.
The refreshed brand positioning and identity launch created a phenomenal amount of positive energy and sentiment, reigniting interest and awareness that has already enhanced the reputation of CCi across clients, employees and other key stakeholders. In the first quarter post launch website dwell time had increased by 17%.
Key stats
17% increase
in website dwell time
4% decrease
in website bounce rate
35% increase
in C-suite LinkedIn page engagement
An inside view
"The Bright team challenged us to modernize the CCi brand and the result is phenomenal. The feedback from both internal employees and customers has been overwhelmingly positive. It is a significant step forward for CCi and helps to position us as market leaders."
Jay Milligan, CEO of CCi
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