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Author: Diana Peninger

Creating Customer Value

Celanese Sings The Praises Of Qorus™ To The World 

In my last blog, I shared what we learned about the importance of branding, even in a business-to-business environment, and discussed how we were developing a new brand for  our innovative new sweetener system.  But, I left the brand name secret.   Well, here it is: Qorus™ sweetener system.

Why Qorus?  As we developed this product, even we were surprised by the huge impact of allowing the right ingredients to work together versus the individual parts alone.  We had discovered a revolution in…

Creating Customer Value

Branding Gives A Voice To The New Nutrinova Innovation 

A brand can do wonders for a product, company or service.  Whether we agree or not, a brand speaks loudly about us.  A strong brand can help us communicate to the world what our product or service is. A brand can create a personal connection that is individual and special. With the right brand voice and message it can help us stand out and ensure that we are recognized and remembered for the value we bring.  

We are in the process of creating a brand for the new innovations in our food ingredients business, Nutrinova.  We created a name early on and then realized that it did not fully represent how we wanted our customers and the industry to see us. It didn’t send the clear message that the industry can…