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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
FLSmidth - shaping up a big brand | 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 | CBC
FLSmidth - shaping up a big brand | 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 | CBC

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.

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
FLSmidth - shaping up a big brand | The brand message was communicated to stakeholders worldwide, including through a new corporate website | CBC
FLSmidth - shaping up a big brand | The brand message was communicated to stakeholders worldwide, including through a new corporate website | CBC

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

FLSmidth, shaping up a big brand | 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'
FLSmidth, shaping up a big brand | 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'

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 | FLSmidth | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
Ad | FLSmidth | Shaping up a big brand | CBC | Cross-Border Communications | Leading international B2B branding and marketing agency
FLSmidth - shaping up a big brand | The new brand was introduced to 11,000 employees across 40 countries through a comprehensive internal campaign | CBC
FLSmidth - shaping up a big brand | The new brand was introduced to 11,000 employees across 40 countries through a comprehensive internal campaign | CBC

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

FLSmidth - shaping up a big brand | The distinctive new look helped to drive business and engagement at key industry events and exhibitions | CBC
FLSmidth - shaping up a big brand | The distinctive new look helped to drive business and engagement at key industry events and exhibitions | CBC

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

“The brand consolidation and refocusing initiative is a pivotal element in FLSmidth’s growth strategy. CBC’s grasp of the issues involved and 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
Shaping up
a big brand
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.

Learn more about:

  • 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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