Diversey is a provider of cleaning and hygiene products serving businesses in the hospitality, healthcare, food and beverage, retail, and facility management sectors. It has also been acquired and sold again three times in the last 15 years – and that contributed to the brand losing its way, Rafael Echevarria, VP Global Corporate Communications, Diversey, told the MRS B2B Research Summit (London June 2018).
“Who was Diversey? What space did it occupy? There was a lot of tension so we had to do something about it,” he said. “We decided to rebrand and redesign, re-think the company.”
He added that...