Dulux: Building on a common insight to create a global brand
SNAPSHOT
By rethinking its approach to cultural differences and finding common ground in the regenerative power of colour, Dulux became a truly global brand.
KEY INSIGHTS
ICI Paints embarked on its journey from local to global back in 2007 in the face of slowing growth with the aim of operating a much simplified and harmonised brand portfolio and investing in one global priority—Dulux.
A major needs-state segmentation study, based on both global and local findings, uncovered similarities the brand could build on and gave the global marketing team a...