Our Expertise

Branding in the chemical industry is a core expertise of Cerebra, an area where we are ‘global experts’ with a unique position.

Over the last 15 years we have assisted many market-leading chemical
companies, across Europe and North America, in developing,
improving and implementing brand strategies
We have numerous publications on the subject including a book-length
report (see ‘Publications’), and presented many papers at
industry conferences and seminars.
We are genuinely independent and objective. Unlike advertising, design
and p.r. agencies, we have no vested interest in promoting change for
change’s sake

 

Services

We:
  • Build internal understanding of branding - through seminars, lectures and workshops
  • Provide short, expert reviews of the status of brand(s) and brand management practices - 'Brand Audits'
  • Assist the individuals who are directly responsible for brands to crystallise highly complex issues, develop practical, workable solutions and implement these effectively

Corporate and product brands are targeted at different audiences, add value to the company in different ways, carry different sets of messages and are ‘owned’ by different people in the company. We advise on both. Specifically:

Regarding Corporate Brands, we:

  • Help Management to define and establish core values
  • Ensure alignment of these values, the culture of the company and its market positioning
  • Install brand management mechanisms, policies and procedures
  • Develop monitoring and measurement mechanisms for brand performance

Regarding Product Brands, we:

  • Help design/improve brand architecture and reshape the overall brand portfolio
  • Review brand propositions and positioning, ensuring brand strategy and market strategy are consistent
  • Install brand management structures and processes, and also policies and procedures
  • Develop monitoring and measurement mechanisms for brand performance