A “Brand” New Day at Celanese

We are transforming Celanese in big and small ways. In just a year’s time, we’ve made changes that allow us to naturally act as one team working toward the same goals with passion and purpose.

Here are just a few of the things we’ve accomplished:

And while we’re changing a lot, it’s important that we retain past strengths while embracing the challenges and opportunities of the future.

Recently we began looking at how we could make our brand stronger and more clear. Our brand is how we conduct business internally and externally. It should be an extension of our vision and mission and support delivery of our long-term objectives.

This brand review process started with a small team of global employees. I asked them to consider what the Celanese brand stands for. What do we do well today? What do we aspire to be?

I challenged this team to help us create a brand identity that feels like a good home. One that is completely consistent across the company, harmonious with our vision, reflects who we are and challenges us to be better.

I also set boundary conditions: our name won’t change, the logo will stay and our corporate color orange will remain.

Our brand efforts started with our newest sweetener solution – today known as Sunsation™. Through a process Diana Peninger will describe in an upcoming blog, the Nutrinova team has identified a new differentiated brand proposition that sets this solution apart from other sweeteners. This new brand will reflect the innovative nature of Celanese and help stake out a unique place in these markets. This brand will show how we continually innovate at Celanese and it becomes a foundation for a unique solution and approach. I can not wait to share the results of their work this summer when the brand is launched at IFT, the international food show. Great work by Nutrinova and Marketing Communications.

In 2013, we will introduce a stronger corporate identity. We will simplify our internal brand architecture and have a simple, direct way to say what we are here for and what customers can expect.

I’m confident this effect will bring a greater sense of energy and innovation to our messages and visual identity and help show Celanese as one company, from each production site to each office, all working together with the same goal: to help our customers and employees reach their fullest potential.

As this process unrolls, we will work to involve global employees and share our progress. I look forward to working together to make Celanese better every day. Please use the commenting section below and join in the conversation.

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About the author


Mark Rohr is chief executive officer and chairman of Celanese Corp. When he’s not working or blogging, Mark enjoys cycling, sailing and fishing.

There are 8 comments. Add yours.

  1. wu chunhua says:

    I really like the new brand of Sunsation which will launch soon. This new brand can impress customers and protect our innovation like Sunett® which have done very well. Also the story about new brand sounds very good which show the harmonious with company vision, our product, our solution for customers.

    • Mark Rohr says:

      Branding is a great process, one that brings a team together to create focus on a product, solution or a service. That was the experience of the Nutirnova team and I expect with us all as we move forward. thanks

  2. Mike Annis says:

    Awesome!! This creates a wonderful opportunity for Celanese to reconnect with our core ethos and beliefs, to redesign our identity in the face of our customers and stakeholders, and enables us to articulate internally the commonality which extends across our Celanese family. For the electronics industry, our brand and image is an absolutely critical component with respect to our ability to gain momentum and engage at the OEM level – so I whole-heartedly welcome this initiative! We need to take pride in our company, in the value we offer, in the markets we serve, and in the capabilities and competence of our employees. We have a fantastic message – so let’s share it across the thousands of employees who are the individual ambassadors of our global organization!

  3. Joan McKaughan says:

    Thank you, Mark and team, for keeping the Celanese logo and the unique, vibrant orange color, as is. It is exciting to see the one company/all Celanese approach. It is a brand to be proud of! You, and your team, are making a significant, positive difference for us all!

  4. Maria Ciliberti says:

    Really glad to read this!

    For people like me, who go into customer meetings with Celanese on our business cards while the customer knows us under a different “brand” name, we have to always explain who is Celanese versus Ticona and so forth. This will position us in our customer”s minds and in our minds as One company, One Celanese, bringing all of Celanese”s strengths to the customer”s table.

    Also great for internal teaming, fostering even more the “One Team” concept where strengths (e.g. domain expertise, customer access, etc.) that exist across all the businesses may naturally be shared and leveraged more — super!

  5. Giuliano Ardoino says:

    I”m always thrilled when something new happens in my life (professional or private) and till now the good expectation I had in front of new challenges have been fullfilled. So I”m looking forward to see this new coming corporate identity and the effect on my daily job!

  6. Adriano Costa says:

    This transformation that is coming soon is making me more proud to work on this valuated company.
    In Brazil the brand Celanese is still strong since 80”s when Celanese use to have textile business.
    Visiting customer under Ticona – a Business of Celanese, many people remember the Polyamide Business.
    For our region will be great to meet customer with Celanese Business Card.
    Great work Mark.

  7. Mahlon McAdams says:

    I grew up with Mark and attended college with he and his wife, Rachel. I am not in the least surprised by his commitment to his company, community, or his employees. Mark and Rachel were always grounded and I”m extremely proud to have known them, and proud for their success. But it”s no accident. They were very dedicated and wonderful people when I knew them back in the day. Continued success to Celenese and the Rohrs.

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