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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

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

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’.

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

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.

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

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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FLSmidth

Shaping up a big brand

Key deliverables

Danfoss

Huntsman Advanced Materials

Wrist Ship Supply