Traffic helps CSG create wealth
Re-branding can be risky. Particularly if your competitors are global giants such as Xerox, Canon, Konica Minolta and others, who have massive R&D and manufacturing capabilities, and your brand is the local ASX Australian company CSG Ltd.
But at Traffic, we live by the premise ‘Standing still is the fastest way to go backwards’, so doing nothing was actually a bigger risk for CSG.
For CSG it was necessary to completely reinvent the brand commercially and culturally, which came as a consequence of CSG undertaking the vigorous Traffic Brand Equity Audit Process.
From this process came a new logo and brand proposition “More than you expect”. These were the primary catalysts for the reformation that increased customer retention and acquisition in an increasingly competitive marketplace where these giant global brands had dominated for years.
Traffic was able to contribute to every facet of the CSG business model making it more resilient and sustainable across the customer journey, ensuring increased ROI and shareholder value – the two primary goals of the Traffic Brand Equity Audit process.
When CSG appointed Traffic to help transform the company, the share price was less than 50c. Today, just nine months later, the CSG share price has doubled. (See ASX Graph).