How do you launch and activate a new global brand? From the inside out, of course. Corn Products International, which had purchased National Starch, asked us to help launch its new name globally and link the expanded ingredient solutions company to its 100-plus-year legacy companies. Authentic brands come from employees embracing and living company values and brand attributes, so we helped Ingredion engage, educate and inspire its 11,000 employees. In sessions around the world led by brand ambassadors, employees helped co-create the new brand, saying what they wanted their company—Ingredion—to be.
Slack and Company
Chicago, Illinois, USA