Establishing organizational principles to maximize the global impact of Mexichem’s corporate brand
Mexichem is a global leader in plastic pipes and fittings as well as the chemical and petrochemical industry in Latin America. The company has more than fifty years of history and has been quoted for more than thirty years on the Mexican Stock Exchange. In recent years, Mexichem has consolidated its growth and business expansion with commercial activities in more than ninety countries, achieving annual sales of 6 billion dollars. Such growth presented the company with the challenge of maintaining an institutional and operational alignment that ensures all of its resources and capabilities are leveraged to serve global business.
To fully communicate this evolution, Mexichem worked closely with MBLM to strengthen the impact and effectiveness of its corporate brand. Starting with a definition of a new “Total Value” proposition that conveys the comprehensive benefits Mexichem brings to both its internal and external audiences.
In parallel, MBLM updated the corporate nomenclature and branding policies as well as the visual identity system in order to highlight the breadth and scope of the company and ensure the optimum relationship between the institutional brand (master brand) and the commercial and product brands (brand architecture and nomenclature)
Changes in institutional nomenclature include how Mexichem refers to their two value chains – Fluor and Ethylene – and its four business units: Fluor, Vinyl, Fluent and the recently added Energy, which will capitalize on the opportunities arising from Mexico’s new energy policies.
In addition, MBLM designed a new corporate website that provides easy access for investors, opinion leaders, partners, employees and customers, as well as dynamic and up to date information on issues such as:
MBLM worked closely with Mexichem’s corporate communications team to launch the corporate strategy and branding policies internally. Designed to bring the company together, ‘Forward as One’ has become the rallying cry to achieve the ambitious corporate goals.
To ensure accurate implementation of the new policies, nomenclature and visual identity standards, Mexichem has launched BrandOS, MBLM’s proprietary brand management platform, which will be available to all its communications and marketing professionals.
MBLM’s involvement contributed to Mexichem’s sustained growth through the development of a structured and globally aligned corporate communication system, and by defining policies that integrate management of the institutional brand and the trademarks that make up its portfolio. The institutional and operational alignment carried out over the last year enabled Mexichem to reach the top of the “Multi-latinas 2015,” which is published by America Economic Intelligence.