Why We Rebranded - Sales Perspective

After many years of successful business as CDM, why is the name changing, and why now? From your sales perspective, why was it necessary for CDM to rebrand to CDM Stravitec?

Let me start by saying that CDM has been present in both Spain and the CPLP market since the early 1990s in order to understand why I’m stating that in these markets in particular, and in the acoustic market segment specifically, the name ‘CDM’ is quite important and well recognized. In fact, I believe I can even say that CDM is a reference brand in this market segment.

However, I must acknowledge that the use of an acronym can create some obstacles for a company that aspires to enter new, fast-growing geographic markets. For a successful entry into new markets, it is important to have a unique and recognizable name that leaves no room for confusion with companies already present in these markets, especially those whose field of activity is similar to ours.

As we are a group, the choice of a unique name, with a corresponding global strategy, is justified. Our 70th anniversary and the fact that we are in full expansion is therefore the right time to implement a name change. But, bearing in mind what I said earlier, maintaining the link with the old, well-established, and respected name will make it easier for existing customers. By keeping 'CDM' in the new name, we are also showing that we value the trust and experience we have built up over 70 years.

Do you think our target audience is susceptible to a strong brand? Do you think they care about rebranding?

I don't think that our typical target audience is so sensitive to a company's image, to what a brand looks like, but rather attaches great importance to the value that a brand brings to their daily work, namely: well-designed solutions, quality materials, a wide range of references, the necessary warranties, good service, etc.

But a brand is just that, the way a product, or a company, is perceived by those who experience it. It is much more than a name or a logo, a brand is the recognizable feeling that these assets evoke.

On the other hand, grouping our products under brands/product families makes it easier for us to promote our solutions to these target groups. These so-called umbrellas are a way of grouping our extensive product range, and make it easier for prescribers to understand and remember them.

More so, in today's digital landscape, strong online branding (centered around product families and company name) will allow us to create a stronger connection with potential customers, leading to conversion and retention. In addition, there is no doubt that this rebranding process will make it easier to build a stronger online presence.

Do you agree that the younger generation of professionals expects companies to provide plenty of product information online, instead of having to depend only on face-to-face interaction?

The new generation of professionals expects to find product information online and expects to be able to choose and design their solution independently. However, this does not replace face-to-face interaction.

Needless to say, we cannot treat everyone in the same way. When we think of an acoustician, it is important that he/she knows that CDM Stravitec, is a familiar face, a company that is always available and that one can count on us to support him or her in finding a solution to their problem. A personal connection and attention to people are very important and are one of the core values of our company as a service provider.

We changed our name, but not our passion. Which of the company's values do you identify with most?

Involvement. It is a way of being and it is my way of being.

As previously mentioned, proximity to the customer is one of our USPs. CDM Stravitec is committed to working closely with you to develop the best solution to your noise and vibration problem.

Knowing that branding is a carefully crafted position, involving a series of promises made to our customers, and overall experiences based on communication and service, and knowing that failure to deliver on these promises and what a brand stands for will lead to failure, we have a long way to go.  We need motivated employees to deliver what we promise and what the customer comes to expect. Only then, customers will be satisfied, and they will become CDM Stravitec ambassadors. That's commitment, that’s dedication!