Petra is now Comprend

Petra logotype - is now - Comprend logotype

Tech-enabled marketing and communication

Adding breadth and experience in B2B, B2C and corporate communications. 

Our approach is insight and purpose-driven to deliver sustainable growth and impact. Working in a world that moves fast, experience, expertise and the ability to leverage technology are crucial.

Skip to main contentSkip to navigationSkip to search

Perstorp

A new brand platform for Perstorp

Changing the position of a speciality chemicals brand.

Perstorp logo

Perstorp is a leading specialty chemicals group with manufacturing in Asia, Europe, and North America and around 1,600 employees.

Our role

  • Brand strategy
  • Internal communications

The challenge

Staying relevant in a competitive landscape 

With over a century in the speciality chemicals industry, Perstorp had grown into a world-leading company. Its brand, however, didn’t reflect its leadership positioning or the innovative spirit of the business. This caused a struggle to stay ahead in an increasingly competitive global market, a general lack of direction, and a lack of motivation from within the business. 

 

Perstorp's brand didn’t reflect its leadership positioning or the innovative spirit of the business.

One colleague exclaimed: ‘We finally look like the Perstorp I always knew we were!’ – That’s when I knew we were on the right track.

Anna Wennberg, Brand Communications Manager, Perstorp AB

The solution

A new brand platform to reposition the brand

We started by first understanding Perstorp’s market, its competitors and existing brand. This included a competitor analysis and a series of internal stakeholder workshops and extensive interviews with Perstorp customers and partners. 

Based on these insights, we developed a new and comprehensive brand platform that would influence perception, to change the brand’s position. The new visual and verbal framework had to capture the company’s culture, while also resonating with the people that mattered to Perstorp’s business.

At the core was a new brand promise: “A competitive edge to advance everyday life,” and the communication concept “One molecule can change everything.” 

We also handled crucial change management, such as the launch, implementation, and internal celebration of the new brand platform. By providing continued brand support, we made sure that the new platform was consistently reflected in every channel of Perstorp’s communication.

The impact

Internal and external clarity

The brand reboot was received with elation and enthusiasm within the Perstorp organisation. The company’s employee net promoter score (ENPS) took a sharp turn upward.  

The increased clarity in market position, focused on sustainability, also enabled an increase in price premium and a strengthened hold on the market. 

Insert text here

Contact us

Reach out to any of us to discuss how we can help you with your branding.

Johan SixtenssonClient director, WaaS
James HandslipManaging director, UK
Kimmo KanervaExecutive director