Dulux: Building on a common insight to create a global brand

ICI Paints, which was acquired by AkzoNobel, one of the world's leading industrial companies, in 2008, had for some time run as a multi-local organisation with a complex brand portfolio of over 40 brands.

Dulux: Building on a common insight to create a global brand


By rethinking its approach to cultural differences and finding common ground in the regenerative power of colour, Dulux became a truly global brand.


  • 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...

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