Umicore – Brand Alignment and Strategic Positioning

Client Info

Client Name :

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Client Need

The stakeholders of Umicore, both at Headquarters and throughout the business units, were rationally convinced of the need to unify their disparate brands and tie themto the Umicore master-brand for the benefit of better shareholder value. Furthermore, Umicore needed assistance with helping their business units and HQ personnel execute the master-brand/sub-brand architecture with excellence, knowing it is a Best Practice of world-class brands like Umicore.


For all strategic initiatives, Mach Media implements the IMAP steps to find a solution for our clients’ challenges.

Mach Media’s assignment included:

  • Validating the alignment of the WHO (Target), WHAT (Brand Promise), and HOW (Reasons to Believe) of the Umicore brand with its strategic positioning and execution
  • Evolving the existing Umicore visual identity creatively, if necessary
  • Demonstrating how Umicore brand identity ought to work in “new media” creatively
  • Ensuring compliance of the brand identity among internal stakeholders

Whenever possible, MachMedia implements the IMAP steps to solve client needs.

  • Intelligence: Organization-wide research and discovery of facts
  • Integration: Synthesizing those facts and findings, and presenting Umicore with key conclusions
  • Impact: The development and presentation of an action plan
  • Insight: The planning and measuring of implementation

MM support included:

  • Leading from start-to-finish with a positive attitude, a hands-on style, and available to Umicore at a moment’s notice
  • Interpreting all existing, available research and information into meaningful insights
  • Conducting primary research, end-to-end
  • Distilling primary research, synthesizing all of the disparate issues into meaningful Key Findings and Conclusions
  • Leveraging decades of business, marketing, branding and creative expertise to craft an effective, results-oriented Action Plan
  • Communicating the Action Plan recommendations cogently and succinctly
  • Inspiring action among the Leaders, stakeholders, and throughout Umicore to “be the brand”
  • Coaching (ongoing) to encourage behavioral change and best practices
  • Brand Identity & Design creativity at a world-class level
  • Project Management with attention to detail, helpfulness, and team-play

The result was a uniform brand alignment strategy developed in the form of consolidated Brand Asset Rules (which serve as brand guidelines), and an organization-wide content management system, the Brand Asset Bank.

Find out more about Mach Media’s branding services as well as our other solutions.