A NEW DIMENSION FOR CVB
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DIGITAL - A STRATEGIC OPPORTUNITY
Boston Consulting Group states that EVs will account for over half of all light vehicles sold by 2026.
The UK government plans to ban the manufacture of new fossil fuel vehicles beyond 2030. That ban will include Hybrid vehicles from 2035.
Pundits see this as considerable pressure on UK citizens to go EV sooner.
MARKETING NO BRAINER
Strategically this represents real opportunity as a pillar of CVB anyway but also powerful both a branding and a marketing level.
Not only does it give us differentiation at a business level in its own right but it also perpetuates the idea of Consumer Champion.
CONSUMER CHAMPION
The vision for CVB energy brings real utility to the consumer entering the market for electric vehicles.
It’s a market that’s seeing increasing interest for many reasons, climate legislation, ethical and moral grounds and as the inevitable cool new dimension in the mobility marketplace.
All manufacturers are involved.
A NEW UTILITY IN MOBILITY
Supporting more seamless mobility means showing the consumer how to do EV intelligently.
OVERCOMING THE ELECTRIC SHOCK
Not just overcoming range anxiety but ensuring that energy providers are not taking advantage of the consumer. There are many hidden shocks across the charging spectrum and CVB-Energy is committed to plugging a nasty gap.
There’s much that a Consumer Champion can do to help the consumer through the tangle.
EV - WHAT’S IN A NAME
As with all new technologies the category comes with a bunch of new terms created by the industry - causing a flurry of acronyms and abbreviations that can baffle the faint-hearted
EV - The Electric Vehicle. BEV = Battery Electric Vehicle. Examples of BEVs include: PHEV = Plug-in Hybrid Electric Vehicle. Examples of PHEVs include: HEV = Hybrid Electric Vehicle and MHEV = Mild Hybrid Electric Vehicle.
EV is the umbrella term for us and early mover advantage offers us many marketable opportunities for the CVB brand overall.
Creating a new brand give us the opportunity to create more interesting content, tell a story that widens interest to new markets, strengthens the idea of a destination brand and as a consequence massively benefits CarsVansAndBikes.Com brand overall.
BACKGROUND
Cars Van And Bikes have already built a strong identity.
We’ve created a distinct logo - a powerful brand look and feel and a marketing strategy that’s while currently in its infancy can move in many directions.
There’s much to trade with.
With the advent and interest in electronic vehicles, it’s a smart strategy to associate Cars Van And Bikes with the future and provide much-needed information and support to the EV buying public.
At a marketing level, it is a very helpful move because it differentiates CVB from just another car trading platform.
BRAND EXTENSION
The formation of CVB Energy as a new wholly-owned business allows us to signal our ambition to scale and broaden the service platform.
From a branding perspective, we aim to create a family look and feel to stand out in a developing sector within the marketplace.
STRATEGICALLY IMPORTANT
CVB Energy is exceptionally well aligned with the CONSUMER CHAMPION component of the CVB strategy.
Strap-lines, value propositions and supportive text should emphasise that we’re on the side of the EV consumer.
Building On Our Strength: This marketplace speaks directly to the legacy and expertise of the founders.
AN OPPORTUNITY TO STAND OUT
Branding is essential art.
Successful brands give much-needed confidence and cachet to audiences in quick and memorable ways.
The logo is one of the key tools and a valuable asset within the brand playbook.
THE LOGO AS AN ELECTRIC VEHICLE
Our intention with these initial ideas is to identify something that associates with the CVB logo as it is today AND pushes recall with relevance to those seeking advice in the EV space.
AVOIDING THE LITERAL
As we go through these ideas some are more simple and literal than others. From experience, the less literal we are the more likely we are to stand the test of time.
This is because they have more about them, don’t tire, look more confident and can be extended into a variety of content themes.
This route, therefore, works better later and should be considered alongside the attraction of a singular idea - however tempting that may be.
A less literal idea can move a business more easily onwards into a range of subsidiary services products or offers over time.
GETTING A BALANCE
A one-shot, more literal idea tends to turn into a barrier later because it cannot anticipate the future.
The literal nature of branding can help though if subtly applied so finding a balance has been the initial task with these ideas.
COMBINING EV AND CVB
An opportunity to be immediately associated with EV - in the logo itself would be very helpful.
Over time and when the two brands are seen together then the complementary nature speaks for itself.
EV AS EASY AS CVB
There is strength in a broad association with EV. It’s the term that’s going to stick. CVB - E could carry the Electric tag and the Easy tag. The easy and simple pillar emerged from our earliest strategic sessions and it applies well here too.
The UI/UX once again is the mission-critical part and more so as this utility will be mobile app-driven.
CVB-E - THE POWER TO NAVIGATE
There’s much to play with and riff on as we consider headlines and campaigning messages in the early days.
CVB-E - Putting You In Charge
CVB-E - EV* Without The Shock
CVB-E - Power In Your Hands Not The Industry’s
CVB-E - Taking The Trickery Out Of Electricity
CVB-E - All The Juice Without Being Pressed
(*EV as a regular verb)
NARROWING IT DOWN
To bring the above together in a further refinement exercise this carries all of the discussion on. At this stage, we believe many of the above could also warrant further thinking but let’s get initial feedback on the work so far.
This version explodes the EV meets CVB idea and merges both.
EXAMPLE WITH SLOGAN:
A LANDSCAPE AND PORTRAIT VERSION:
