Developing a purpose-driven brand for the global leader in high-tech plastics

How to successfully position a new purpose-driven brand after the spin-off from Bayer?

When Bayer spun off its MaterialScience business in October 2015, a new chemical giant emerged with 16,000 employees and a turnover of € 12 billion. This marked the birth of Covestro, a global leader in plastics and Germany’s 2nd largest chemical company. Nevertheless, the purposeful positioning of Covestro still needed to be defined.

Purpose-driven positioning with a fresh identity.

Globeone supported Covestro in the ongoing development of a brand and communication strategy centered on keeping the merits of a rich heritage while building a fresh and purpose-driven new identity. We developed a positioning and brand model that highlighted Covestro’s values, skills and contribution to meet future challenges. The main theme of “Pushing Boundaries” und related key messaging and campaigns are used across all relevant regions and target industries to sharpen the brand’s profile in an industry where differentiation is difficult.

Becoming a forerunner in sustainability-driven innovation

Today, Covestro is a leading B2B brand that clearly stands out and a forerunner in sustainability-driven innovation. The brand also serves as a platform to communicate Covestro’s purpose and its vision of becoming fully circular. Business success proved the strategy. The brand is steadily sharpening its profile in key industries, yielding raised awareness and positive image. This has also been recognized in many awards, such as the German Marken-Award in 2019 in the category best new brand.

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