How do you launch and activate a new global brand? From the inside out, of course. Corn Products International, which had purchased National Starch, asked us to help launch its new name globally and link the expanded ingredient solutions company to its 100-plus-year legacy companies. Authentic brands come from employees embracing and living company values and brand attributes, so we helped Ingredion engage, educate and inspire its 11,000 employees. In sessions around the world led by brand ambassadors, employees helped co-create the new brand, saying what they wanted their company—Ingredion—to be.
Ingredion made its debut to the world when the publicly held Fortune 500 company announced its intent to change its name. After employee engagement and the shareholder vote endorsing the name, Ingredion was launched as a brand region by region. The message was clear: Corn Products and National Starch are now Ingredion. The first big external splash was at the food and beverage industry’s largest trade show in North America (IFT 2012), supported by an integrated marketing communications campaign that included advertising, PR, website facelift, video and collateral.
The effort, which is now deep into the brand activation phase, has been a success. Employee research shows great pride in the company and a sense of its future being bright. The marketplace and analysts perceived the broadening of capabilities and mission. And program metrics tracked high in everything from click-through rates and email-opens to brand recognition.