Binding Together Inside Out
Revitalizing the Johnson Polymer brand began with research to identify key brand strengths, as well as understand the competitive position of the company.
Building on the company’s leadership legacy as waterborne polymer technology innovators, the concept of innovation found its way inside, with an employee branding initiative that summarized perceptions and defined expectations. The initiative was launched in North America and Asia with employee brand launch events led by the CEO. It created a sense of brand community on the inside, and brand messaging evolved to become part of the sales language to their customer market.
“THIEL showed sensitivity to our diverse cultures and collaborated well to deliver the internal branding program to the regions.”