Umbrella Brand Degussa Creating Essentials

Blue Spirit provided a set of rules for internal relations and behavior, but another important task remained to define the values of the new company in relation to its customers and markets. The intention was for the new brand identity Degussa to define what was new (because the public identified Degussa mainly 

In a detailed bottom-up process which involved surveys among customers, employees, management, and external opinion leaders, the core contents of the old company brands Degussa, Hills, SKW, Rohm, and Goldschmidt were analyzed. Internal and external sources turned out to connect four attributes with all five companies reliability, ability to innovate, uniqueness of products and services, and intelligent linking. 

These attributes were therefore selected as the core of the new umbrella brand Degussa , and summarized in the claim Creating Essentials . 

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