Nouryon
AkzoNobel Specialty Chemicals has been relaunched as Nouryon. VIM Group were involved in supporting their global rebrand process from the outset.
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The client’s challenge
Nouryon has 10,000 employees in over 80 countries and is a world leader in essential chemistry, which is used to manufacture everyday products like paper, plastics, building materials, food, pharmaceuticals and personal care items. The company has delved deep into its near 400-year history for inspiration for its brand repositioning, following a move into private ownership. It has now relaunched as Nouryon: a name borrowed from one of its founding fathers. Its new brand and purpose reflect their goal – to unleash their full potential as an independent global leader in the specialty chemicals industry and accelerate profitable growth.
VIM Group were brought in at the beginning of this journey to help navigate the rebranding process; to guide the agency search, build the rebrand business case and budgets, and to set up the project management office for the global roll out of the brand across all touch points. The main challenge was to keep compliant with all registrations and regulatory conditions for a global chemicals company, as well as securing ongoing sales and delivery whilst meeting the ambitious timelines for the rebrand completion.
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Our solution
Whilst the company was going to be a spin-off of AkzoNobel, at the outset it wasn’t clear whether it would be listed, sold to a strategic partner, or be made private. Our initial task was to provide guidance on the implications going forward for the brand. We assisted by finding a naming agency, Globrands, and a brand design agency, Superunion.
In parallel with this, we conducted an Impact Analysis to enable the client’s decision-making process, provide insight on required budgets and roll out times and recommendations on how to organise this in conjunction with legal requirements. Following the Impact Analysis, we set up and staffed the rebrand project office and managed the global roll out across all touch points and channels, both digital and offline.
A company brand is an extremely important asset that can help drive the company strategy. Our brand carries a rich history, is valued by our internal and external stakeholders, and also carries strong equity. To change this brand, and ensure we transfer the value to the new brand, we have to get it first time right. Hence it was clear from the outset that we needed a trusted expert in helping us to navigate through this journey.
Vivi Hollertt, Chief Communications Officer
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The results
Because the rebrand process has only just begun, results are still being finalised. Up to this point, our partnership has led to a strong rebrand organisation which will execute the change to Nouryon in a methodical, cost effective and sustainable way using digital tools and personal interaction, clear guidance and in-house support on a global level.