Brand

Broadening dialog

Braskem repositions its brand to reflect its presence in people’s daily lives

written by: Danielle Espósito

“We are taking an important step toward showing how Braskem is present in the daily lives of thousands of people,” says Claudia Bocciardi, Braskem’s Institutional Marketing Manager. She is referring to the company’s new brand position, which reflects its current focus and the aim of broadening its dialog with the general public.

This new brand position is based on the fact that Braskem does not just produce raw materials but works proactively to satisfy its clients and is constantly looking for solutions that will eventually become modern conveniences.

This kind of representation with different messages enables us to communicate more effectively, underscoring characteristics of this company that are important to each target audience” [ Claudia Bocciardi ]



This new position is reflected in the words “The world, people and Braskem” that accompany the company’s logo on publicity materials, sponsorships and events. There are two other variations to this message: “The Client, dreams and Braskem,” primarily used in communications with clients and the market, and “You, achievements and Braskem,” used exclusively for company members. “This kind of representation with different messages enables us to communicate more effectively, underscoring characteristics of this company that are important to each target audience,” explains Claudia.

In September, the month when it marked its seventh anniversary, Braskem launched an ad campaign created by the W/Brasil agency. It included Braskem’s very first TV commercial. It will be broadcast nationwide until December on the following cable channels: GloboNews, BandNews, Record News, GNT, Sportv, Fox, National Geographic, CNN and Bloomberg, among others. Ads are also being published in Brazilian print magazines and on websites.

Braskem’s members got a first look at the company’s new brand position. Early on the day before the official launch of the campaign, Braskem’s first commercial began playing on a continuous loop on TV sets set up in key areas at the company’s units.