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...