Eastman Chemical
Eastman needed to re-engineer the global branding
structure within its Performance Polymers Business Organization. The Cygnus Group helped
develop a long term branding strategy for all current and future product
initiatives, and developed nomenclature, brand names, value propositions
and positioning directions for new packaging products and technologies.
In conjunction with
Landor, The Cygnus Group is
currently working to help Eastman develop and integrate an overall
corporate branding strategy. This engagement includes project
management, strategic development, research, planning, and execution.
Kraft General
Foods
Worked with the KGF global environmental team to help
determine future issues, directions and company goal-setting in regards
to packaging and sustainable development.
American Plastics Council
To help bolster plastic packaging recycling efforts in the
United States, Cygnus Group President and Use Less Stuff author,
Robert Lilienfeld, is an annual television and radio spokesperson during
America Recycles Day activities.
Chicago Title
Chicago Title is part of the world's largest title
insurance organization. To better reflect its leadership position and
build a perception of trust and stability, the Cygnus Group completely
re-branded their Michigan operation, and created its new web presence. (Go to Web Site.)
Procter & Gamble
Developed literature programs designed to educate
consumers about the value of packaging.
Dow Chemical
Worked with the Plastics for Packaging group to develop business
strategies and directions based upon a thorough evaluation of supply
chain needs, from converters and brand owners through retailers
and consumers. Also developed a series of marketing case histories in
use at Ohio State, Clemson, Purdue, and the University of Virginia.
Partners for
Environmental Progress
Created a coalition of materials suppliers, packaging
producers, marketers, and local governments which worked together to
demonstrate the validity of closed-loop recycling for plastics and
plastic packaging. Major projects
included materials recycling programs at Chicago's Comiskey Park and
Taste of Chicago Food Festivals.
Association of
Strategic Alliance Professionals (ASAP)
ASAP needed a new Web site that better served its
members, reflected its offerings and attracted new members. The Cygnus
group analyzed the competitive landscape, reviewed analogous sites,
and performed research among current and potential members. It then
developed the organization's value proposition, and created Web site
goals, objectives, strategies and tactics. These formed the basis for
site architecture. The result was the creation of a portal-based site
that enhanced usability and attractiveness while better communicating
the value of ASAP membership. (Go
to Web site.)
Legend Valve
Legend is the service leader in the valve and fittings
industry. The Cygnus Group is currently helping to strengthen the
value of the Legend brand, and to sharpen marketing strategies and tactics. We are also developing
and helping to implement the strategic plan that Legend will use to
take advantage of the huge changes occurring in plumbing supply
distribution and energy management. We are also overhauling the
company website to ensure alignment with marketing and sales
directions. (Go to
beta Web site.)
Dow Dispersion
Sciences (DDS)
DDS is a recently launched Dow Chemical business unit that provides
unique products and solutions to the personal care industry. Along
with creating the unit's name, The Cygnus Group developed the
introductory marketing plan, value proposition and branding elements.
We also assisted with marketing plan implementation and management of
outside public relations, advertising and design agencies. (Go
to Web Site.)
|
