Let’s take a close look at Corporate Branding at Akzo Nobel – Interview with Nathalie Quéré.
Can you introduce yourself, Nathalie? What’s your background? What are the most important tasks you have as the head of corporate communication?
My name is Nathalie Quéré and I have been of Head of Corporate Branding at AkzoNobel since March 2012. I am essentially responsible for all aspects of the AkzoNobel brand, which includes raising global awareness and ensuring that our businesses all over the world use and promote the brand in the right way.
Some time ago, AkzoNobel went through a rebranding process, what were the reasons for this transformation? How does it affect your corporate communication?
Following the sale of the company’s pharma activities and the subsequent acquisition of ICI, AkzoNobel wanted to express its new strategic direction by developing a new brand positioning and identity.