First Marketing-Dialog: Success Factors for the Brand Relaunch - Success Story BASF AG

On February 2, 2005, Hans Kiefer, Corporate Branding Manager with BASF, presented the communication strategy of the global corporation and talked about his experiences with the chemical company's successful brand relaunch.


The new brand identity symbolizes BASF's departure into the future. Essential changes to the Corporate Design are refelcted in the extended company logo as well as in new coroporate colors. The slogan "The Chemical Company" was, for instance, added to the well-known logotype in order to clearly focus on BASF's self-conception as a global leader in the chemical industry. But it was a long journey to get there: "The real challenge was the change management."

All employees from board-level down to production have to be won over as allies in order to fully unfold the emotional force of such a change process", explained Hans Kiefer. In his practice-oriented presentation, the marketing expert gave a detailed description of the multi-annual process  aimed at developing and repositioning the company brand: "We have used fresh colors and a clear statement to give our brand new space to breathe. And our courage has paid off because the feedback from employees and customers was overwhelmingly positive."
 
The speaker's practical examples and comments prompted many questions from the participants and led to exciting discusstions that were a credit to the title of the lecture series. Attendants also used the subsequent get-together with snacks and refreshments to discuss remaining questions with the speaker and other participants.

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