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Brand positioning to drive business results

Novozymes is a leading enzyme manufacturer, serving a huge range of industries, with a deep commitment to innovation and sustainability. Although its products were “green,” this positioning was not relevant to its industrial customers. InterbrandHealth was charged with reinvigorating the brand in a powerful and transformative way and reframing sustainability in a manner that mattered to customers, policy makers, and governmental bodies.

Our team embarked on a major reframing initiative with the objective of transforming the Novozymes corporate identity, positioning, and brand to signify a champion of sustainability that will define the future. We redirected the dialog from “natural” to anticipating the future: future requirements of business, future requirements of the world, and even the future demands of the people they serve – all with an underpinning of a commitment to sustainability. We also redefined their business descriptor to “Bioinnovations.” This new corporate brand was incorporated into each industry vertical as well as into its product and service communications and physical structures.

This work completely transformed the company and resulted in record sales and growth a year after introduction. Demand grew so quickly, that Novozymes began an expansion program, and erected its first U.S .plant.

The company also garnered major public recognition:
2011 Unilever’s “Winning Through Innovation” award
2012 Danish prize for best CSR strategy
2013 top of the Dow Jones Sustainability Index for the 12th time
2013 Henkel Innovation award

Growth starts here
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