Table of Contents 6 2012 OVATION Awards Winning Entries

Through extensive consultation with the business leadership and INVISTA’s global sales force, MAVERICK
began to formulate a profile – a customer composite – of who the new brand was meant to engage:
A global business person, comfortable with business English
Male, typically between 35 and 55
University‐educated – most likely in engineering, manufacturing technology, chemistry or
purchasing
Highly risk‐averse, but willing to consider new options
To them, COST is the number one purchase driver, followed by
o Reliability of supply and service
o Technical know‐how and innovation
With both a demographic and psychographic picture of the target audience and their influencers in
mind, MAVERICK was able to explore and refine creative options – introducing both linguistic concepts
and graphic directions that could convey the main brand attributes INVISTA EP was seeking to project.
GOALS AND OBJECTIVES:
Given that INVISTA Engineering Polymers was a relatively new business, the business goals behind the
creation of the new brand were consistent with the need to announce its presence and define its
positioning:
1) Create organizational alignment internally within the business (and generate understanding,
acceptance and excitement)
2) Capture and articulate the value‐added proposition of INVISTA Engineering Polymers in the
marketplace
3) Differentiate the business in an extremely crowded (mature) and cost‐driven marketplace
Communications objectives around the new brand launch were fairly broad, but at the same time quite
prescriptive as outlined by the client:
1) Ensure that the new name and identity worked across all languages and cultures
2) Strike the appropriate balance between unique in the market, but relevant to customers
3) Guarantee that all elements (name, logo, collateral) would be ready in time for a major
European trade show launch in Germany in October 2011.
With these communications objectives, MAVERICK was faced with securing comprehensive global
participation and feedback from the INVISTA network in a relatively short time frame (work commenced
in April/May 2011), in addition to having all materials signed off by October.
The second objective presented the biggest challenge: the “branding paradox” of attempting to be
different, unlike any competitor, which invariably creates a response of reluctance that stems from
unfamiliarity.
KEY MESSAGES / THEME:
Input and feedback from the global INVISTA network was obtained through the commissioning of a
brand questionnaire, designed by MAVERICK, which sought to identify attributes that the market
demands. Three main themes were clearly identified: 1) a range of quality, reliable products is the
fundamental point of entry; 2) technical knowledge of the product and service support is critical –