The Challenge

How to define a single-minded positioning for a company forged through multiple mergers & acquisitions ?
How to converge heterogeneous corporate cultures and brand identities?
How to develop a brand story coherent to the corporate CSR messaging?

The Process

Analysis of the Tarkett brand equity via avaible research data and interviews of key personnel
Global competitive analysis
Analysis of the merger brands past and evolutionary process
Paradigm analysis and benefit laddering

The Results

A new brand positioning leading towards a true company project (“solution provider”)
New visual identity and brand guidelines and world-wide implementation (brandbook)
Development of a corporate narrative and CSR messaging