Brand strategy and promise, vision and values system,
global research, advertising, new look and feel - design and application (including packaging) as well as global and
sub-holding brand manuals.
From global portfolio to global brand: following significant acquisations of national champions in the building materials sector, a fragmented group of businesses finds cohesion in a focused set of global values, a brand promise and tagline, connecting a traditional, corporate brand with local customers and consumers also by means of a refreshed and instructive set of brand directives.
This strategy was applied to global sub-brands Geocycle and ACC India in terms of aligned typography and look and feel, most importantly by sharing the same vision, values and tagline 'Strength.Performance.Passion'.