Cleaning and Maintenance magazine - http://www.cleaningmag.com
Superbrand gets stronger
http://www.cleaningmag.com/articles/163/1/Superbrand-gets-stronger/Page1.html
By Web manager
Published on 15th May, 2008
 
Kimberly-Clark Professional has developed a new global brand identity, designed to help  it respond more effectively to customer needs and give customers clear and consistent messages.

“Kimberly-Clark Professional is one of the world’s most respected business-to-business brands,” said Jan Spencer, global president. “We are innovating with new categories, new channels, new services and new ways of doing business. We are evolving from a series of local visual identities to a fresh, consistent worldwide approach with a unified brand strategy and graphic identity.”
Kimberly-Clark Professional has developed a new global brand identity, designed to help  it respond more effectively to customer needs and give customers clear and consistent messages.

“Kimberly-Clark Professional is one of the world’s most respected business-to-business brands,” said Jan Spencer, global president. “We are innovating with new categories, new channels, new services and new ways of doing business. We are evolving from a series of local visual identities to a fresh, consistent worldwide approach with a unified brand strategy and graphic identity.”

Stephen Leigh, director of global marketing strategy, said: “We went through a two year project, involving stakeholders from every part of the business around the world, to review our brand strategy. It’s much more than just new logos.What we’ve done is to create a uniform look and feel for everything we do. It’s particularly apt that this comes just as KCP has been chosen as one of the UK’s business-to-business Superbrands.

Being chosen as a Superbrand shows that we are already one of the best recognised brands in the market. It’s an achievement that’s built on innovation and product quality - backed up with the best service in the industry. By making our visual identity clearer and more consistent, we believe we can get the message of Kimberly-Clark Professional innovation, quality and service across better than ever.”

The first products are already being produced with the new Kimberly-Clark Professional brand identity.  “It won’t stop here,” said Leigh. “We’re working hard to make sure that however you deal with KCP you get a consistent message and a consistent tone of voice.”

Tony Moore, vice president Kimberly-Clark Professional Europe, said: “In today’s business-to-business economy, trusted brands are king. They create differentiation in the marketplace, help to build customer loyalty and communicate a known level of quality, thus increasing the likelihood of purchase. When our customers and business partners see the brand, they know we deliver on the same outstanding, customer-driven product and service promise every time.”