Adding value to value add
When AkzoNobel aquired ICI
so began the complex business
integration journey. A fundamental
review of business messaging within
the packaging coatings BU led to
brand new story lines of unsung
customer collaboration coaxed
from reticent pragmatists.
Customers like because it puts
their product centre stage,
exploring how they push the
boundaries by working with
AkzoNobel to deliver for
The client like it because it
brings entirely fresh impetus
to the brand proposition.
Making the invisible visible
by heroing all the support
that never gets billed for.
Simplifying choice in coil coatings
Optima takes a traditional
business model and turns it
on its head by actively promising
customers more with less choice.
Product variations and inventories
had grown across 7 European
markets. Designed to reverse the
trend Optima reframes the buying
decision down to a very small group
of products designed to meet 95%
of performance needs.
Customers like Optima because it
offers clear choices with a logical
upgrade path, making decisions
quicker and easier with confidence.
The client likes Optima because it
created a customer benefit from
operational inventory rationalisation.
Optima was trade marked in 7 countries.
Choice is a great thing, until there
is too much of it – getting in the
way of the customer decision and
creating hurdles for them to jump