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May 6, 2008|
AkzoNobel N.V., Arnbem, the Netherlands, has announced the launch of a new brand strategy to be unveiled over the next 18 months with a worldwide corporate advertising campaign. The new brand strategy includes a re-vamped logo and the tagline "Tomorrow's Answers Today." As part of the new brand strategy, the company will be discontinuing the ICI corporate name. AkzoNobel acquired London, England-based rival ICI PLC in a $16 billion deal in the fall of 2007. According to a statement from the company, the new logo will now be used to endorse all the company's brands, including Glidden and Ralph Lauren in the US in order to increase brand awareness.
"Our strategy now is to combine the strong AkzoNobel business-to-business reputation with the former ICI's excellent consumer brands reputation," said AkzoNobel's CEO Hans Wijers in a statement. "This will create a powerful brand with significant global reach and incredible potential for growth." For more on this story and what the new brand strategy will mean for Canadian brands owned by AkzoNobel, see the June issue of Coatings Magazine.
www.akzonobel.com
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