New Branding & Global Positioning
CTCI 2016 Strategy Consensus Camp

G.D. Development Corporation (GDDC), one of the affiliated companies of Formed in 1979, CTCI has been in business for over 30 years and has more than 40 affiliates globally in over 15 countries at the present day. Our scope of business and competition has also expanded from Taiwan and regional markets in Asia into global market. To face increasingly fierce global competition, CTCI launched a new branding project in 2016 to build new brand image for CTCI. In the future, CTCI will operate under the brand spirit of "Most Reliable", and under the brand slogan of "Discover Reliable" to clearly illustrate to all stakeholders that CTCI is a company which values professionalism, integrity, teamwork, and innovation as the most reliable global engineering services provider. 

Following the rebranding project, we followed up with the reorganization of the group. This is for the sustainable future of the Group and is planned out carefully and intricately. More than 40 domestic and overseas affiliates have been regrouped and divided into three group business units based on their industry characteristics. They are now separated into Group Engineering Business (GEB), Group Resource Cycling Business (GRCB), Group Intelligent Solutions Business (GISB), and Group Shared Services (GSS) which provide integrated services to all companies under the group. This clearly-defined reorganization will be able to create enterprise synergy and accelerate the inheritance of management professionals.

The strategy consensus camp is a major annual CTCI event. Each year middle and upper managements are invited to this conference to brainstorm and galvanize group development strategy. This is to create a focal point so everyone pools in efforts toward the right direction. CTCI 2016 Strategy Consensus Camp was held on December 24, 2016 at the 10th floor conference room at CTCI headquarters. The conference mainly focused on three points, namely new brand, new organization, and new world. Outside consultants were invited to give 2 speeches and 2 workshops were held as well.

The event began with the group chairman introducing the development of CTCI brand, recent reorganizations, and market development strategies. Afterwards, group second vice chairman (chairman of CTCI Americas), along with 4 CEOs each giving their own development strategies to all the meeting participants in regards to CTCI Americas, group business units, and GSS respectively. These strategies include new organization position, R&R, opportunities and challenges, innovation, and organization effectiveness. 

Outside consultant was also invited to share about his experience of working at a renowned global company and some success stories to illustrate the relationship between corporate culture and branding as well as insights on how internationally well-known enterprises internalize the concept of branding within the company. Besides, many cutting edge concepts such as triangular theory for corporate culture, corporate management, and personal actions were introduced. Many real-world scenario cases were presented to illustrate to the managements the importance of corporate culture and how it affects business sustainability. 

After outside consultant introduced new concepts and ideas, the participants were immediately divided into smaller discussion groups. 10 groups in total were formed. The focus of the first workshop was to ask the attending managements list 3 positive and negative "most reliable" actions, based on their professional and everyday experience or habit. They were asked to list them with CTCI's value of "Professionalism, Integrity, Teamwork, and Innovation" in mind. By doing so, they could also think of the model behavior as "Most Reliable" for CTCI employee and then reexamine themselves for praise-worthy or change needing personal behaviors. The second workshop topic was to ask these managements to re-evaluate CTCI's SOPs, corporate structure, business development, and company strategy, then listed items that does not meet "Most Reliable" criteria and needs adjustments in order to match the corporate culture and brand identity. After much intense discussion, all the attending managements realize that a successful corporate culture and brand is not achieved overnight. The success comes from all employees trying their best to realize and incorporate these values into their personal actions, work SOPs, and organization strategies.

At the end of the event, Group Chairman announces that he will be in charge of launching group culture branding. Group Chief Vice Chairman will be in charge of corporate action adjustments. GSS CEO will be in charge of handling personal action enhancement and adjustments. The 3 of them will be making sure the branding vision becomes part of the CTCI culture and also become part of every employee at CTCI. The single day's agenda was very short but packed. Being the leader and manager of the group, a clear understanding of policy and strategy is critical. We should always be thinking about the future of the group, planning on resource shortages, and be proud of what we do. Let us all become part of the "The Most Reliable Global Engineering Services Provider" vision.