Shaping up a big brand

FLSmidth is a legitimate heavyweight, claiming the title of the leading supplier of complete solutions, equipment and services to the global cement and minerals industries since 1882. But was the brand in shape to handle the challenges coming its way?

FLSmidth management was acutely aware that uniting multiple businesses under a strong core brand was a requirement for continued success. CBC was a logical choice to help.


  • Optimising a diverse brand portfolio under one strong brand
  • Successful internal and external brand strategy and activation
  • Visual brand identity development
  • Global product launches

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“The brand consolidation and refocusing initiative is a pivotal element in FLSmidth’s growth strategy. CBC’s grasp of the issues involved, and their strongly executed creative campaign, have made an invaluable contribution by helping us transform our global image within a very short span of time.”

Camilla Travis
Strategic Marketing Manager, FLSmidth