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It takes a strong leader to submerge two companies (Crompton Corporation, and Great Lakes Chemical) into something completely new... "Forget your past; we will join together to start anew." But that is the branding strategy chosen by Chairman, President and CEO Robert L. Wood, saying "We want to build a new house, not remodel two old ones."

With a market cap of $3.3 billion, the combination could credibly seek the position of “the best specialty chemicals company in the world.” But this audacious goal would require both partners to transcend their previous identities. On July 1, 2005, when the merger (and the new name) took effect,  Bob Wood put it clearly:  “This is a transformational merger. We have been working intensely to create a new company with a new organizational design and new work processes. Our vision is to create the world’s best specialty chemicals company, not simply to add companies together.”

The creation of an entirely new company requires a comprehensive identity platform, as well as a logo. Consultants from Siegel+Gale guided Wood’s team through the necessary process, helping to articulate the defining position, cultural values and image goal… and then, of course, resolving the name and design, whose objective was (quite literally) “to make a splash in our industry.”

Siegel+Gale not only clarified corporate values -- they conducted a "values implementation" program, convening  employees worldwide to identify concrete behaviors -- and how their job would have to change -- to align with the new brand and its culture, and provided new tools for HR management.  Tony Spaeth

Siegel+Gale 

Submitted by: Tony Spaeth, 4/12/2006
Status: Confirmed by
Category: Chemicals
Country (HQ): United States