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Case

FLSmidth

Shaping up a big brand

Summary

FLSmidth is the leading supplier of complete solutions, equipment and services to the global cement and minerals industries.

However, the minerals side of the business was less well-known and, after several product and company acquisitions, the market’s understanding of FLSmidth’s proposition had become diluted.

Management turned to CBC to solve the challenge of how to unite multiple business facets under a single, strong and coherent group brand.

Awards
FLSmidt | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
FLSmidt | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency

Key deliverables

  • Brand positioning
  • Brand communications concept
  • Visual identity and design guide
  • Internal campaigns
  • Awareness and demand creation
  • Lead generation and nurturing
  • Print ads and direct mails
  • Customer magazines
  • Content marketing
  • Product launches
  • Aftermarket campaigns
  • Films and animations
  • Sales support materials
Ad | FLSmidt | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
Ad | FLSmidt | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency

CBC’s creative strategy was to capitalise on the company’s unsurpassed size and strength. As a single provider of everything customers need, FLSmidth’s offering was encapsulated under the theme ‘One Source’.

Ad | FLSmidt | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
Ad Ad | FLSmidt | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
website example | FLSmidt | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
website example | FLSmidt | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency

The brand message was communicated to stakeholders worldwide, including through a new corporate website.

brochures examples|  FLSmidt | Shaping up a big brand | brand platform | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
brochures examples|  FLSmidt | Shaping up a big brand | brand platform | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency

The new brand platform positioned FLSmidth in a class by itself through a complete range of materials designed to give the company a uniform look across all channels.

internal newspaper brochures examples | FLSmidt | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
internal newspaper brochures examples | FLSmidt | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency

The new brand was introduced to 11,000 employees across 40 countries through a comprehensive internal campaign.

exhibition | FLSmidt | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
exhibition | FLSmidt | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency

The distinctive new look helped to drive business and engagement at key industry events.