World leaders are expected to have a certain look, a particular sound. Birla Carbon, the global leader in carbon black, required realignment to match its brand to its industry standing, and to define its singular voice.
The world of industrial manufacturing additives – in this case one essential to tires, wiring, paints and printing – isn’t known for personality. So we injected some into Birla Carbon’s corporate messaging. Tradeshow support embraced the technical aspects, but with a new clarity. In addition, we worked with Birla Carbon to engage its employees – global brand ambassadors – developing an e-magazine that makes a consistent brand vision possible companywide.
Audit: Discovery, Research, Marketing audit, Customer audit, Competitive audit/analysis, Audience profiles
Strategy: Brand positioning, Key messaging
Creative: Brand identity, Brand language, Integrated marketing campaign, Sales collateral/support, Corporate communications, Product launch/promotion, Tradeshows