Corus Colors (now Tata Steel) is one of the world's leading steel producers.
Due to increasing competition, especially from new entrants to the market, the company wanted to develop a new name and brand for the company’s global domestic appliance steel offering aimed at the international manufacturing companies.
We developed clear vision, values and core proposition statements. Target audience analysis was undertaken by breaking down the DMU into its component parts and then identifying behavioural similarities and patterns. We were then able to identify the appropriate naming strategy and develop names for consideration.
These names were then put through several filters including a translation filter that ensured there was a common meaning across the key European territories. Concepts and designs were developed and we then carried out further focus group testing on the target audience.
We were very careful to ensure that the new brand translated well across all territories. Working closely with the client we helped to secure the buy-in of internal audiences and ensured the consistent application of the new name within brand guidelines.
“A very well thought through branding process that has resulted in a strong brand name that translates across all territories.”