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Year: 2008

 

Problem

32 legal entities (organizations and holding companies); 5 product and corporate brands of different lengths of existence and 8 different countries (therefore, to a large extent, 8 different cultures) had to be integrated under one global brand.

Key insight

Despite being engineering heavyweights, the corporate brands had differentiated themselves through their service and relationships with stakeholders.

Communication solutions

An ideantity™ that graphically exhibited ‘relationship’... the ideantity™ became the centre of ‘One brand, one quality, one price’ globally. chlorophyll also created legal and JV brand naming templates for the future.

Behavioural solutions

Integrating the corporate-value-based behaviour alignment with the existing appraisal system.