After decades of industry leadership under its single Dow Corning® brand, the company was evolving its business strategy by expanding its unique XIAMETER® business model. This offering was designed to provide customers standard silicones at market-based prices through a simple, self-service Web commerce portal. As it split its offerings into two differentiated brands to serve different marketplace needs, silicones innovator Dow Corning Corporation saw a need to clarify its brands, initiatives and new business units among employees, prospects and consumers.
Because this new selling approach was the opposite from the high-touch, value-added services of the Dow Corning brand, we knew the changes could lead to market confusion and potentially dilute the value of the Dow Corning corporate brand. So we conceived a "dual-brand" campaign that could provide the context and clarity all stakeholders needed to understand and internalize these changes.
First, we designed an internal campaign to educate and energize Dow Corning’s employees around this new initiative. Then, we followed through with a full dual-brand campaign aimed at distributors and everyone else, which we supported by a series of online and print ads translated into several languages, a microsite, brochures and other sales tools that clearly laid out the purposes and customer benefits of the Dow Corning and XIAMETER brands.
Additionally, our work extended to introducing new Sustainability and Construction solutions; creating a broad educational campaign about silicone’s myriad uses; and for recruiting efforts, refreshing Dow Corning’s online workforce-recruitment presence with a series of "day in the life" videos of employees around the world.