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SGG Group emerges as IQ-EQ in global rebranding exercise
SGG Group, the global investor services group which has over the past two years acquired five leading industry companies to achieve its global growth ambitions, has decided to launch a new name, visual identity and corporate website to become IQ-EQ

March 29, 2019 | Foo Boon Ping

The rebranding comes at the end of an almost 9-month comprehensive review of all its acquired brands, namely: SGG, First Names Group, Augentius, Iyer Practice and Viacert. The company started the process in mid-2018, during which it spent time to talk to people inside the business, clients and key contacts.

Mark Pesco, Group CEO, commented: “For us, this exercise was not just a simple case of changing the name above the door and applying a new lick of paint. This was a root and branch exercise to come up with a new brand, visual identity and company culture that resonated with all of our stakeholders.”
The result was a number of mandatory deliverables to stakeholders, said Pesco: “It needed to be: bold – distinctive – disruptive – real – honest and credible. It needed to answer the needs of our clients. It needed to be something which captured what our clients needed from us and something that allowed us to be true to who we are as a business. It needed to be transparent, the same on the inside as it was on the outside.”
As it looks to replace five strong existing brands with a totally new one, Pesco does not think that it has in anyway impacted its ability to leverage the strengths and reputations of those five brands.

“In this new world, you have to be big and global, with robust and efficient processes. But clients also want to feel important and not just a cog in a very big wheel. Service has to be attentive and truly personal. That’s how the long-term client relationships that are essential to success are formed, and that’s why we decided to build a new global brand. IQ-EQ is a brand that combines our technical skills with an unwavering focus on client services,” he explained.

He disclosed that as a result of the acquisitions made in 2018, the company ended up with a number of strong brands that were in fact quite separate and were working at a slight disconnect to each other. He acknowledged that t...

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Keywords: Company Identity, Strategy, Brands