bma chicago : building a global brand from the inside out by helen mcintosh, ingredion
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TRANSCRIPT
Building a brand from the inside out
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We’re a global ingredient solutions
company
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created when Corn Products acquired
National Starch.
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We make sweeteners, starches
and nutritional ingredients from plant sources such as
corn, rice and tapioca.
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$6.5 Billion 2012 NET SALES
We’re a Fortune 500 company
BREWING
PAPER AND CORRUGATING
ANIMAL NUTRITION 44% FOOD
OTHER
11%
44%
15%
BEVERAGES
9%
12%
9%
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This is a story of creating a brand from
the inside out by asking and answering “Why?” every step of the way.
To get to the right answers,
we asked ourselves the right questions
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Why would customers respond positively to our name change?
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Why would a name change work culturally? 3
Why not just build on the Corn Products name?
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Why change anything? 1
How did we know we were on the right track?
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Why change anything?
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Two global businesses with
strong brand equity
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Corn Products International
was the name of a global family
of brands
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For customers, the overall story was hard to follow
Why not just expand upon the
Corn Products name?
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Research validated our choice of direction
9 Knowles, Columbia GSB, 2011; 216 mergers 1997-2006
3 YEARS AFTER MERGER
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Retained name of the
acquiring entity
Chose business as usual and kept two or more
names afloat
LOST VALUE LOST VALUE
Knowles, Columbia GSB, 2011; 216 mergers 1997-2006
3 YEARS AFTER MERGER
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Created an amalgamated brand
VALUE GAIN Knowles, Columbia GSB, 2011; 216 mergers 1997-2006
We chose a new brand name…
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Why would this name change
work culturally?
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First thing we did, was focus on shared values
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Ingredion is a global ingredient solutions company built on a rich legacy of exceptional performance and market-leading innovation. Our geographic footprint and diverse organization give us the capability to deliver solutions on a global scale and the agility to meet the needs of local markets.
We make it our business to understand industry trends and our customers’ challenges. They trust us to anticipate and deliver the consistently high-quality products and innovative solutions they need.
Each day, we live our Company Values—Safety, Quality, Integrity, Respect, Excellence and Innovation—so that we may create enduring, mutual value for our customers, business associates, communities, colleagues and shareholders.
The Brand Promise
We announced our intent to become Ingredion.
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On the same day, both internally and externally.
Feb. 14, 2012
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Hunt the Hidden Gems
Getting all 11,000 employees to rally around the values and the brand:
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The 3 Cs
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CLEAR
CONFIDENT
CONNECTED
Why did customers respond positively to
our name change?
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The first thing we did was to establish a messaging
that combined
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expertise innovation + CORN PRODUCTS NATIONAL STARCH
Whether it's a market-shaping innovation for next year or
consistently high-quality ingredients for next week, we anticipate
and deliver exactly what you need, when, where and how you need it.
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Positioning:
Iconography established to exalt and protect the
new Ingredion masterbrand
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Slow burn rollout;
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Big Bang or Slow burn? Big Bang impact
NORTH AMERICA
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EUROPE MIDDLE EAST AFRICA
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ASIA PACIFIC
3
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SOUTH AMERICA
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MEXICO
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JUNE 2012 MARCH 2013
Simple, culturally aligned, easy-to-understand
transitional campaign began.
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you can all exploit
KEY you can all exploit
KLEARNINGS
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Align and engage all of your stakeholders: skeptics and believers,
opponents and advocates, hourlies and c-suite
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Create a rallying call internally
to move people
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The Big Bang isn’t always best;
a slow burn enables internal engagement
over time
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A global company needs one look and tone that
resonates across cultures
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Don’t be scared of saying things twice.
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Launch your brand externally only after
your people know how to live it internally
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