AkzoNobel: Armstead

This case study describes how Armstead, a decorative paint, launched itself as a new trade brand in the UK, engaging with the audience.

AkzoNobel: Armstead

Agency: Springetts Brand Design Consultants

Executive summary

This is a story about how a brand died and how we created a new one to phoenix-like, rise from the ashes. AkzoNobel, owners of Dulux, also owned Glidden, a brand in the decorative trade paint. PPG (AkzoNobel's biggest competitor) acquired Glidden and, as a result, AkzoNobel could no longer continue to sell the Glidden brand in the UK. And nothing of the Glidden brand could be used by AkzoNobel in the future.

  • Our job was to create a completely new brand that could replace Glidden without...

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