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The CEO’s personal brand at the service of the company
How to lead the company and the industry with a personal identity focused on public relations
Sealed Air, world leader in packaging
Following a purchase of Diversey to seek synergies between hygiene and food packaging, the company faced the challenge of making the acquisition profitable and raising the share value. How did corporate communication contribute?
The union of a strong personal brand with the business objectives produces an improvement of the results.
Challenge
Hiring a CEO for Diversey, the industry’s first female CEO, brought up many questions: Who was she? What experience did he bring? Would he be able to straighten the course of a limping Diversey? Google only showed an old news story about her and a short interview from her previous company.
Project description
We designed a strong personal branding project that would get loyal followers among employees and clients who trusted the company. We are inspired by its strengths and developed its differentiating elements: women, innovation, sustainability and management capacity.
Tools at the service of your image
To increase employee engagement, we use new internal channels and innovative content: on-camera videos, motivational blogs, townhalls (face-to-face meetings).
Externally, we enhance your profile and content on LinkedIn, organize conferences, press conferences and volunteer actions.
The result: We turned the CEO into an industry opinion leader, sought after by the media and awarded several times. And of course, business results improved significantly.
See the impact of a strong personal brand on the business
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With Industry 4.0 and Big Data setting the trends in innovation, the B2B hygiene sector could not find a way to modernize its value proposition.
At the brand level
Creation and registration of “Internet of Clean”, an umbrella brand that groups all Diversey solutions that include data management and connectivity as the main part of their value proposition.
The “IoC” concept became standardized in the industry and widely used by the media, competitors and customers.
At the business level
Development of own technology, purchase of a robotics company, hiring of big data analysts, launch of new interconnected products to improve the productivity of Sealed Air customers.
The result: a growth in the value of the share thanks to the increase in notoriety and the improvement of the company’s sales.
Events and public relations
Public Relations are a powerful tool to improve the image of companies, build links, build trust, build loyalty and shorten distances with their stakeholders. Sealed Air had a small team that relied on expert agencies to:
Investor relations
Financial communication is key to the success of the company’s value on the stock market and must be aligned with external communication. Analysts and investors closely follow the messages in the press, social networks and the website.
Two “Analyst days” in New York, with comprehensive communication in the media, support us.
Relationship with associations
Industry associations play a decisive role in defending the interests of their partners and in creating trends. Sealed Air led in its key sectors thanks to an excellent relationship with them, both globally and locally.
Fairs and congresses
Fairs are meeting points for clients, and congresses provide public notoriety for company executives. At Sealed Air we build leadership positioning for the CEO in the food, hospitality and retail industries.
The result: share value increased by 50%
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If you have an idea or project, but you don’t have time, we have the solution.
