From concrete to cement and aggregates, CEMEX is one of the largest building materials companies in the world, with its long-established and solid reputation for quality and materials innovation. Despite the widespread adoption and familiarity of consumer technologies for everything from car services and lodging to social platforms, comparable technologies are still underrepresented in B2B — particularly in industries such as materials manufacturing and distribution. Yet, because the same people who order and depend on building materials use these convenient technologies in their own private lives, the technology expectations of B2B customers keep rising.
Seizing the opportunity, the CEMEX team led the engineering effort for a multi-device platform that would give users on-demand access to order placement, shipment tracking, payment management and customer support. On a functional level, the development of this revolutionary consumer-grade technology solution radically streamlined the traditional experience.
CEMEX then called on Lippincott to help extend its core excellence to a position of industry leadership in customer-centric technology.
Building on a new foundation
On a brand level, the next critical step in launching the technology to market was positioning the offering for customers and prospects — and, importantly, for employees. Working together, CEMEX and Lippincott architected an approach with the greatest potential to help the brand win new equities and set the bar for service in the building materials industry.
A concrete brand strategy to express category leadership
Because this new technology would impact not only customers but also employees, any successful strategy would need to extend beyond both a compelling narrative about the benefits of the new platform and the consumer-facing dimension of the launch. Our solution was a two-pronged strategy that spanned the dual objectives of speaking directly to customer needs while energizing frontline employees who faced the reality and the concerns of a transition to a new digital-first way of doing business.
CEMEX GO’s brand is grounded in future-facing customer insights, paving the way for our continued industry leadership.
— Francisco Lebrija Zubiria, Head of Corporate Communications, CEMEX
Supporting the strategy, our customer research told us that perceptions of agility, innovation and simplicity were crucial to CEMEX’s future. These perceptions served as guiding factors in our naming exploratory and led us to a name that conveyed these attributes in the most succinct and motivating terms for the platform: CEMEX Go — a simple, forward-looking name with global currency and a powerful statement of leadership in the digital industrial space.
Further expanding on our strategy, we created a new platform mark, designing an energetic logo that evoked the familiar convention of an app button in a brand-strengthening rendition. The logo connects strongly to the heritage of CEMEX while forging a new path forward for the digital-first brand. Both modern and connected to CEMEX’s corporate brand, the logo and accompanying visual toolkit brought the strategy to life and promised customers that CEMEX is always a click away.
Finally, Lippincott assisted CEMEX with the rollout of the platform through a coordinated collection of assets to be used with customers, prospects and employees. These assets leveraged a new, fresh visual style unique to CEMEX Go and highlighted the inspirational and ambitious messaging of the platform.
CEMEX continues its global rollout of CEMEX Go with incredible success. To date, CEMEX Go has been launched in the United States and Mexico, with plans to expand to Latin America, Europe, the Middle East, Asia and Africa throughout 2018. In addition to widespread customer enthusiasm and adoption, internal audiences have rallied in support of the new offering and the organizational change required to deliver at digital speed.