Corporate Branding Unifies Product Lines
Eric HutchinsonAcer Exchange, Georgia
OE, a pseudonym for a global oil exploration and production equipment and services company, has grown through successive acquisition of many strong, well-known companies. OE needed to implement a strategy and operating environment that would allow it to develop an integrated value proposition to capitalize on its major divisional strengths in a consistent manner.
As part of this effort, OE initiated a project to develop brand strategy by consolidating the brand fact base and developing brand strategic messages. It also implemented brand training and rollout to better prepare employees for...