The Challenge
Dow Corning Corporation was at a crossroads. Despite the fact that the company was in Chapter 11, its leadership team wanted to strengthen sales in its mature markets and establish a presence in emerging markets, such as China. They realized that a new corporate identity would help instill loyalty among global customers and establish Dow Corning as a provider of choice in emerging markets. In the face of their challenges, they were determined to achieve business growth.
Dow Corning has not been idle while in Chapter 11. It reengineered its business model to offer new choices and solutions for customers and adopted the name the 'New Dow Corning' to reflect the substantive changes it has made. Dow Corning also fully integrated its approach to communication.
The Solution
APCO and the Grey Global Group, created a corporate positioning program for the Michigan-based company. The global communication program was designed to differentiate Dow Corning's brand and enhance its global reputation. At the program's core were the integration of Dow Corning's previously independent communication functions and the merger of the company's business and communication strategies.
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The Result
The global communication program clearly reinforced Dow Corning's position as a global leader in technology and service for customers.
The program incorporated the complete range of communication services: branding, messaging, launch events, advertising, relationship-building with government officials in emerging markets, media relations, marketing and internal communications. APCO's and Dow Corning's internal communication teams seamlessly implemented these communication services in markets throughout the world.
Services Provided
- Branding
- Coalition building
- Creative services
- Government relations
- Internal communication
- Media relations
- Online communication
- Positioning
View all APCO services
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APCO's team works hard to understand our most important business challenges and objectives and then helps us develop and implement the most effective integrated communication strategies to achieve them.
