The challenge. Speciality chemical business, Catexel, wanted to position itself as a thought-leader in its industry. The challenge for us was to develop a brand positioning that not only looked and felt different, but one that reflected the dynamism of the company itself.
The work. ‘Catalysts for Change’. This was our brand positioning for Catexel, stemming from the truth that through its people, intellectual property and ambition, Catexel are change leaders; developing technologies that facilitate cleaner, faster and safer ways of working. Following an involved planning process, we set out to demonstrate the incredible and positive power of change, for both the businesses Catexel partners with and for the planet we share. In the process, we placed Catexel firmly on the radar of its senior decision makers in the Research & Development and corporate finance communities.
The results. It’s early days, but our brand positioning project is getting Catexel noticed as a business with scale and opportunity beyond what many of its existing associates realised. Catexel had already made its mark in the sectors it serves in its own field. Now, it’s making a much bigger impact in new and existing markets as ‘the oxidation catalysis experts to watch’. As the brand gathers momentum, the results will, hopefully, start to show what investing in positive change can do for the business that drives it. Watch this space.