CECP Case Study
Industry: Non-Profit & Corporate Coalitions
Service: ITG EXCITE®
Aligning the brand’s name with its true purpose.
CECP, a CEO-led coalition co-founded by Paul Newman, had evolved beyond its original name—the Committee Encouraging Corporate Philanthropy. They needed a new identity that captured their broader mission of corporate social strategy while keeping their recognizable acronym. In partnership with ITG and a purpose-driven group of Creative Consumers® associates, CECP co-created a powerful new name and messaging strategy to inspire business leaders worldwide.
702
Ideas Generated in a Single Session
15
Co-Creation Participants
26
Positioning Essence Outlines Developed
The Challenge
CECP believes that a company’s social strategy determines its overall success. However, their original name no longer fully represented their expanding mission. While they had successfully transitioned to using the acronym “CECP” and updated their visual identity, the words behind the letters felt outdated. They needed a new name and communications strategy that proved the organization was about much more than just philanthropy, but they had to do it without losing the brand equity of their established acronym.
Develop a refreshed name, tagline, and messaging strategy that perfectly aligned with the organization’s modern mission, positioned CECP as a thought leader, and inspired both current and prospective member companies to increase their societal impact.
What Success Looked Like
How We Got There
To tackle this unique naming and messaging challenge, ITG designed a customized co-creation project. Because the subject matter required deep empathy and passion, ITG specifically screened and selected eight Creative Consumers® associates who strongly believed in the importance of corporate investment in society. These consumers completed pre-session homework and creative expressions to spark inspiration before even stepping into the room.
During the live session, seven CECP team members worked shoulder-to-shoulder with the consumers, guided by ITG Facilitators. By ideating directly with a purpose-driven audience, the CECP team was able to break out of internal assumptions and generate fresh, meaningful language. Together, the collaborative team generated 702 ideas across four target areas, eventually narrowing them down to 113 high-interest concepts and 26 distinct positioning essence outlines.
The Results
The co-creation process gave the CECP team the exact foundation they needed to refine their final messaging. Out of the hundreds of ideas generated, one perfect name emerged directly from the ITG session: Chief Executives for Corporate Purpose.
To celebrate their 20th anniversary, CECP officially announced the redefined acronym alongside a brand-new tagline: “Creating a better world through business”. By aligning their name with their true impact, CECP successfully captured everything the organization stands for today.
This project used ITG EXCITE® — Communications that begin and end with your audience.
Make Your Mission Impossible to Ignore
When your brand outgrows its messaging, you need language that captures your true impact. ITG EXCITE® brings your target audience into the room so you can co-create a message that resonates, inspires, and drives action.