Haldor Topsoe needed to strengthen its brand to drive growth with new customers, and in new markets, globally. We began by engaging a broad range of employees, customers and other stakeholders in defining the positioning strategy that would differentiate the company moving forward. What made Haldor Topsoe different was their commitment to helping their customers achieve 'optimal performance.' With that focus in mind, we worked to align all activities, from innovation to engineering and marketing. Updating the corporate visual identity aligned the look and feel of the company, while developing a full set of new sales tools, including segment value propositions and a new website, helped bring the new brand to life.