“Miracles of Science” Strategy Implementation
Client: DuPont, Chemicals and Materials
Project: “Miracles of Science” Strategy Implementation
Location: Global (Offices in 200 countries)
Project Overview:
Years ago, DuPont faced negative press and needed to counteract the negative associations tied to chemicals. McCann Erickson, the parent company of FutureBrand, conceived the “Miracles of Science” tagline for DuPont. Once the tagline and moniker were developed, the challenge was to effectively integrate this positive messaging across all of DuPont’s marketing materials and business units. Laura Sauter led the strategy for linking this beneficial tagline with all DuPont’s marketing efforts. The project involved a multiple-month internal communications audit and the creation of a comprehensive manual to guide the implementation.
Objectives:
- Develop a strategy to integrate the “Miracles of Science” tagline across all DuPont marketing materials.
- Conduct an internal communications audit to understand the existing messaging and identify areas for improvement.
- Create a manual to guide each business unit on how to incorporate the “Miracles of Science” tagline with their respective logos and marketing efforts.
- Ensure consistent and positive messaging to counteract negative associations with chemicals.
Strategy:
1. Internal Communications Audit:
- Conducted a thorough audit of DuPont’s internal communications across its global offices.
- Identified key areas where the “Miracles of Science” messaging could be integrated to enhance brand perception.
- Engaged with stakeholders from various business units to understand their unique challenges and requirements.
2. Messaging Strategy:
- Developed a comprehensive strategy to link the “Miracles of Science” tagline with all of DuPont’s marketing materials.
- Ensured the strategy was flexible enough to be applied across diverse business units and regions.
- Focused on highlighting the positive impacts and benefits of DuPont’s innovations and contributions to science and society.
3. Creation of the Manual:
- Created a detailed manual outlining how each business unit should incorporate the “Miracles of Science” tagline with their logos and marketing materials.
- Provided guidelines for visual identity, messaging tone, and integration techniques.
- Included examples and templates to facilitate easy adoption and consistent implementation.
4. Training and Rollout:
- Conducted training sessions for marketing and communications teams across DuPont’s global offices.
- Provided ongoing support and guidance to ensure successful implementation of the new messaging strategy.
Execution:
Laura Sauter, leveraging her expertise in strategic branding and internal communications, led the project. The team focused on creating a unified and positive brand message that could be seamlessly integrated across all business units and marketing materials.
Results:
- Consistent Positive Messaging: The integration of the “Miracles of Science” tagline across all marketing materials successfully counteracted negative associations and reinforced DuPont’s positive contributions to science and society.
- Enhanced Brand Perception: The consistent and positive messaging improved DuPont’s brand perception among stakeholders and the public.
- Effective Internal Communication: The comprehensive manual and training sessions ensured that all business units were aligned with the new messaging strategy and could implement it effectively.
Conclusion:
The “Miracles of Science” strategy implementation for DuPont successfully transformed the company’s brand messaging, aligning it with its positive contributions to science and society. By leveraging strategic branding and internal communications, Agency BEL helped DuPont create a unified and positive brand presence that resonated globally.
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