General Electric - Momentive
The CompanyMomentive Performance Materials Inc. is a producer of silicones and silicone derivatives, and is engaged in the development and manufacture of products derived from quartz and specialty ceramics. Momentive was created in 2006 after GE sold its former Advanced Materials unit to Apollo Management, the company operates globally through 25 production plants.
The Task
When GE sold its Advanced Materials business, the newly independent company sought advice from Addison Whitney for a multi-phase roll out of its new brand.
The Addison Whitney Solution
Research & Analysis
Addison Whitney surveyed and gathered input from Momentive executives, employees and customers. Further research was conducted to pinpoint where Momentive was positioned within the market and to discover the key attributes that customers were seeking.
Brand Strategy
Addison Whitney conducted a global brand assessment to determine a compelling brand position for the company. Based on input, conducted by our research and analysis team, numerous brand positioning options were recommended. Ultimately, one strategy was chosen and deployed.
Verbal Branding
The Addison Whitney verbal branding team worked under a tight deadline to develop a new corporate identity for the global specialty chemical supplier prior to the public announcement of the sale. The new corporate brand Momentive was created to signify the concepts of innovation and progress.
Visual Branding
Once the name was developed, our visual branding team developed a corresponding logo. The new visual identity was validated and found to be consistent with the message of innovation and progress. Furthermore, Addison Whitney developed a cohesive set of marketing templates; including stationary, business cards, PowerPoint slides and sales sheets. The templates, the new corporate identity and the new brand positioning were detailed in a corporate brand standards manual, which was loaded onto the corporate intranet for international use.
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