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Case: Tenneco 1995
1995 old logo In 1994 Dana Mead, a decorated combat veteran and former West Point professor, assumed command of Tenneco, a conglomerate with a smorgasbord of brands and businesses but a narrower image. "Many people do not realize the range of our businesses and still think of us as predominantly an energy company" he said, "although only 25 percent of our revenues are in that area." To broaden this image, and to earn a new reputation as "a world-class industrial growth company," Mead led a comprehensive rethinking and rebranding. His vision: Tenneco would be "the first so-called 'conglomerate' truly managed as a macro-operating company, in which all the divisions share the same goals, values, business logic, and basic approaches." The businesses were reorganized in four sectors (Automotive, Energy, Packaging, Shipbuilding). L&M designed a new wordmark, incorporating a horizon-arc, which would visually overbrand all units (one of which however retained its famous brand name... Newport News Shipbuilding). CEO Mead concluded that "We now look like a world-class company, and we look like one company, not unrelated businesses." Also noteworthy -- Mead's acceptance of personal responsibility for integrity of the new brand. "I'm determined to make sure that it is supported at the executive level and that it is not diluted over time. As new acquisitions are made, new products developed, and new markets entered, the corporate-brand structure must be consistently supported, and my role is to see that this happens." Tony Spaeth
CREDITS Lippincott & Margulies CASE INFO Submitted by: Tony Spaeth, 29/03/2007 |
MATRIX DATA
DRIVERS | TOOLS | ||
Strategic driver: 100% | |||
Broaden scope/scale/visibility Remove limiting category association | 20% | x | Identifier tactics: Logo change: Wordmark-dominant |
x | Identity system elements: Verbal elements: Principal unit names or competence list | ||
x | Identity system elements: Unit signature system: Visual endorsement | ||
x | Situation facts: Subcorporate facts: Defining units | ||
x | Change event : High visibility: Campaign | ||
Broaden scope/scale/visibility Enhance size perception | 20% | x | Identifier tactics: Logo change: Wordmark-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Verbal elements: Principal unit names or competence list | ||
x | Identity system elements: Unit signature system: Visual endorsement | ||
x | Situation facts: Subcorporate facts: Defining units | ||
x | Change event : High visibility: Campaign | ||
Broaden scope/scale/visibility Elevate public profile | 20% | x | Identifier tactics: Logo change: Wordmark-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Verbal elements: Principal unit names or competence list | ||
x | Identity system elements: Unit signature system: Visual endorsement | ||
x | Change event : High visibility: Campaign | ||
Change perceived composition Redefine the defining units | 10% | x | Identity system elements: Verbal elements: Principal unit names or competence list |
x | Situation facts: Subcorporate facts: Defining units | ||
Change perceived composition Modify parental 'umbrella' presence | 30% | x | Identifier tactics: Logo change: Wordmark-dominant |
x | Identity system elements: Visual system: Typography | ||
x | Identity system elements: Visual system: Graphic devices | ||
x | Identity system elements: Verbal elements: Principal unit names or competence list | ||
x | Identity system elements: Unit signature system: Visual endorsement | ||
x | Change event : Low visibility: Memo | ||