This new marketing strategy demonstrates AkzoNobel’s determination to further expand its market share in consumer paint worldwide, which currently generates annual revenues close to €5 billion. The strategy is also a landmark in the company’s endeavor to grow its business, in line with its Value and Values strategy.
The new global brand identity is being rolled out worldwide, starting in Canada, China, India, South East Asia and Pacific and the Netherlands. Other countries and regions will follow during the course of the year, with the new brand identity eventually being deployed in close to 50 key markets. In addition, the AkzoNobel company endorsement will be introduced on the front of packs, as well as on all advertisements, product websites, and other relevant marketing materials.
“There are huge opportunities for us to compete directly in local and regional markets. By delivering a consistent brand image around the world, we can increase our global scale and establish more leadership positions,” said Tex Gunning, AkzoNobel Executive Committee member responsible for Decorative Paints. “Our quality paints go far beyond protecting surfaces. Some of our products help to reduce energy consumption, while others contribute to enhanced indoor air quality. These paint products with unique functionalities, along with the rest of our portfolio of eco-premium products, will help us to achieve our business goals while further strengthening our reputation as the world’s leading decorative paints company.”
“We are creating an iconic, truly global brand with the right degree of commonality in its expression,” added Sucheta Govil, the company’s Global Head of Marketing for Decorative Paints. “Yet we are deploying the strategy in the marketplace with the relevant local touch. Our strategy is to streamline our offering from dozens of brands to fewer iconic, global and impactful brands.”
Developed through extensive research, the new brand identity is based around a “Flourish” logo which embodies the Decorative Paints’ global Let’s Colour campaign. It features a human figure and colorful “Flourish” which will appear on all product packaging for the Let’s Colour brands.