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Branding Study

Research can be a beacon to guide success, but only if it is heeded


Large energy company developed a new software product – needed to decide whether to use the parent company name in branding the new products

CVS Solution

Conducted focus groups in US, Europe and Asia Pacific among key customers and prospects for the new products


Selected a new name based on customer feedback that parent company would not update product – spin-off was successful, profitable, with product winning best-in-class industry awards