Amid global water scarcity and climate change, industries like agribusiness, landscape management and golf courses are facing mounting pressure to adopt sustainable practices. Rising to meet this challenge head-on is Cisgenics, a leader in advanced irrigation solutions. With a legacy of leading iconic projects such as Gardens by the Bay and Jewel Changi Airport, Cisgenics is reshaping traditional irrigation practices to promote sustainability and efficiency.

The Transition

For over four decades, Cisgenics operated under the name Christensen Irrigation, providing consultancy, installation, maintenance, and training. As global environmental concerns grew, so did the demand for more efficient water management solutions. Recognising this, Cisgenics seized this opportunity to innovate and transition into a technology-first enterprise.

At the heart of the transformation is CisgenX, its state-of-the-art irrigation control system. Utilising IoT, machine learning, and advanced programming, CisgenX tracks critical factors like soil moisture, weather conditions, and plant health. This enables the system to optimise water usage and significantly cut down on irrigation water consumption. By prioritising sustainability, Cisgenics strongly supports the national efforts outlined in the Singapore Green Plan 2030, designed to reduce resource consumption and minimise environmental impact.

The Challenge

As Cisgenics embarked on a transformative journey, it strategically chose to rebrand from the well-established Christensen Irrigation. The move aimed to realign the company's image with its innovative new direction. However, this pivotal shift presented a complex challenge: preserving its legacy and reputation carefully built over decades—one of the company’s key intangible assets (IA).

Moreover, the development of CisgenX yielded new and innovative features in the early stages of research and development (R&D), which added another layer of complexity. Safeguarding these new technologies and the intellectual property (IP) surrounding them was crucial, demanding meticulous planning and a robust strategy to ensure that both the innovations and IA were fully protected and effectively leveraged in its new market positioning.

The Solution

In response to these challenges, Cisgenics worked together with a team of IP Strategists at IPOS International who conducted a thorough analysis of Cisgenics’ business and competitive advantages to pinpoint its key IA and IP. Through this process, the team recommended strategies for Cisgenics to capitalise on its existing brand equity throughout the rebranding effort. By maintaining elements of both the legacy and new brands during the transition, they facilitated a seamless shift that safeguarded Cisgenics’ reputation and goodwill.

The strategists developed a comprehensive IA/IP strategy to safeguard Cisgenics' innovations, particularly in the early R&D stages where Cisgenics collaborated with third parties to create its smart platform. Key IP considerations were highlighted to help Cisgenics mitigate risks of loss of ownership and control of key IA. This enabled Cisgenics to identify the key rights to secure in collaborations and effectively negotiate with partners, ensuring it preserves the critical IA needed to drive its business forward.

Results

With the rebranding effort complete and a comprehensive IP strategy in place, Cisgenics is now set for exciting expansion. The successful launch of CisgenX in Singapore has paved the way for the company’s entry into international markets, including Australia, the United States, and the UAE. This marks a significant milestone, heralding a new era for Cisgenics.

The company’s innovative irrigation solutions are making substantial contributions to global sustainability by reducing water consumption considerably. By seamlessly integrating innovation with its rich legacy, Cisgenics is actively shaping the future of irrigation. Its approach ensures that its technology not only conserves resources but also supports global sustainability efforts.

Watch how Cisgenics’ safeguards its pioneering solutions on the world stage throughout its business transformation journey.

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