SAINT-GOBAIN: NORTON BRAND ARCHITECTURE FOR LATAM
Footprint and Brand Architecture///Copy///Spots Scripts///Design Guidelines///ATL and BTL Strategy
Challenge. Saint-Gobain's brands in Latin America were suffering from confusion due to the lack of a well-defined brand architecture for the region. We had to convey the true Norton spirit, which was being perceived as a luxury brand, far from the reality of Latin American workers.
Solution. Avoid any form of patronizing, because from worker to worker we talk to each other face to face, with admiration and respect, but above all with gratitude to those who with pride, talent and ingenuity transform the world.
