Dupont | Healthcare 

Supporting
a brand in
transition

Supporting a brand in transition

Rebranding is an exciting and perilous endeavor. It signals a change to the very core of an organization, and those effects ripple across almost all communications.

With DuPont recently spun off its joint venture with Dow Chemical, a new brand expression was an opportunity to reinvigorate the message and strengthen overall positioning.

It was critical to bring clarity and understanding to the brand’s purpose both internally and externally and define the future on a product level to its customers.

A great rebrand is usually an evolution, rarely a revolution. Building on your equity with fresh creative and judicious strategy will help engage your current customer base while attracting the interest of those you’re targeting.
Customers are less interested in stock splits and vision statements. They need to know you will continue to deliver on the brand promises of yesterday. Trust and performance are badges you must earn continually.