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.
Despite being engineering heavyweights, the corporate brands had differentiated themselves through their service and relationships with stakeholders.
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.
Integrating the corporate-value-based behaviour alignment with the existing appraisal system.