At the Nashville launch event, which was attended by approximately 500 clients and company employees, Cenergistic founder and CEO Dr. William S. Spears told the audience that the renaming and rebranding were necessary to sustain the extraordinary momentum the company has achieved. “Our conservation programs have saved nearly $3 billion dollars for our clients, which encompass more than 1,200 institutions in 48 states. As we expand beyond our core education and healthcare markets, it is absolutely critical that we communicate our value proposition with clarity and consistency. This starts with a name that truly reflects the rigor and sophistication of what we do.”
The Cenergistic branding process began with a comprehensive research phase that included both qualitative and quantitative components. The research resulted in a brand strategy focused on the company’s unparalleled depth of expertise in engineering, data analytics and organizational behavior. “Our research revealed that the company’s true differentiators – its technology- and data-enabled methodology and engineering expertise – were underplayed in its legacy brand,” said Howard Breindel, partner and co-founder of DeSantis Breindel. “Everything we developed for the company, including the name and brand identity, conveys a technology and data-powered company with a depth and breadth of expertise unmatched by any competitor.”
The brand launch, held on October 15, was timed to coincide with the introduction of a completely new website and a range of marketing materials, all developed by DeSantis Breindel. The launch event featured a corporate film that showcased the firm’s senior executives and clients. The film, along with more than 30 new client testimonial videos, is available on the new website, which features an interactive map that enables users to access the testimonials by region or client size. A national advertising campaign will begin in January.
Dru DeSantis, co-founder and partner of DeSantis Breindel, said “The new Cenergistic brand makes a powerful statement about the company, conveying both sophistication and accessibility in words and images. It has been very exciting for our team to develop a brand for the nationwide leader in energy conservation.”
“Early feedback from the brand launch has been overwhelmingly positive,” said Howard Breindel. “Clients at the event immediately understood that the new brand reflects the sophisticated, multidimensional company they know and respect. Employees, many of whom watched the launch via webcast, were equally enthusiastic about the new brand, which they see as a powerful platform that will enable the company to grow in existing and new vertical markets.”
About Cenergistic
Cenergistic is a technology-powered, data-driven energy conservation company. Cenergistic helps organizations reduce consumption of electricity, natural gas, fuel oil and water. Its proven approach is built on a proprietary methodology, which optimizes clients’ infrastructure, improves internal processes and changes behavior to ensure that savings endure. This approach empowers the average client to save 20 – 30% off expected utility bills. The company received the ENERGY STAR Sustained Excellence Award in 2011 and 2012. http://www.cenergistic.com
