How Diversey created emotional resonance with industrial cleaning products

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

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 – a

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