Huntsman Advanced Materials, a division of the global Huntsman Corporation, needed to create a distinct identity with clearer value propositions and engaging communications that expressed its newly formed strategic vision. CBC created the “Made Possible” platform, highlighting how the company is an enabler for innovation that brings its customers’ ideas, potential, and products to life.
Huntsman Advanced Materials is a leading provider of advanced epoxy, acrylic, and polyurethane-based polymer products. Serving many of the world’s foremost businesses across virtually every industry, the organisation enables greater innovation, performance, and sustainability to address global engineering challenges and contribute towards a better quality of life.
Huntsman Advanced Materials’ senior management understood that marketing communications must be a strategic vehicle for growth, and that their existing approach was not fully leveraging this potential.
The company had just completed an extensive internal review that explored its strategic vision for the future. This highlighted how Huntsman Advanced Materials needed to focus its strengths and capabilities on its customers, meeting their needs and driving their success, while building sustainable thinking into every aspect of its business. Following this, the challenge was to define where and how Huntsman Advanced Materials added the most value, and to find a way to communicate how the solutions it offers make customers’ ambitions achievable.
Edward Wynne Morris
Communications Director, Huntsman Advanced Materials
CBC developed the “Made Possible” platform, highlighting how Huntsman Advanced Materials is the enabler that brings its customers’ ideas, potential, and products to life.
Made Possible expresses the company’s unique ability to realise customer goals and support their success. It conveys that Huntsman Advanced Materials is far more than a chemicals company, delivering tangible value that goes beyond product features by empowering customers’ innovation and opening new doors of opportunity.
Underpinning the concept were clear value propositions and key messages that are centred around three compelling promises: Ideas Made Possible, Performance Made Possible, and Tomorrow Made Possible.
CBC developed a unique visual approach that could be used to engage multiple sectors in multiple formats, while remaining firmly underneath the Huntsman umbrella. This became the foundation for internal and external marketing materials, including brand guidelines, as well as several highly successful lead generation campaigns.
Huntsman Advanced Materials continues to work with CBC to develop its brand in key markets and support sales initiatives through inbound digital marketing programmes.