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TC: Anfang des Jahres haben wir untersucht, wie wir als Unternehmen gesehen werden. Wir führten Interviews, sowohl innerhalb als auch außerhalb von INEOS, beispielsweise mit wichtigen Kunden, Meinungsbildnern von Medien, potenziellen Investoren und so weiter.
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In the next couple of months we will see the introduction of the Group’s new website and development of the INEOS brand identity. Tom Crotty, Group Director for Corporate Affairs and Communications and Richard Longden, Group Communications Manager, tell business writer Joe Calderara what it’s all about. JC: These are tough times. Why spend any time and money on this sort of change now? TC: Earlier this year we ran some research to find out more about how we are seen.
We had interviews with people, both inside INEOS and outside – important customers, opinion formers in media, potential investors and so forth. We keep our eyes and ears open, so we didn’t think we’d get too many surprises, but one thing did stand out. INEOS has grown so rapidly that the perception people have of us hasn’t kept pace. We pride ourselves on the decentralised structure, individual business autonomy and the rest, but the downside is you have to make sure important people understand the scale and strengths of the Group.
Even some customers were saying they thought we were a bit reticent, considering our size, putting forward our views on the market. We also had some playback from investors and media on the need for INEOS to open up a bit. They found us good people to deal with,
but not always as accessible as they thought we should be. So it’s time to raise our game.... RL: There are other areas we identified, where being better known for what you do, and how you do it, produces benefits. Recruitment, for example, if you want to get the best students
as apprentices, or people at any level come to that, it helps if they have an understanding
of INEOS attitudes and successes to start with. Local politicians can appreciate the values our business brings to their communities; national politicians to the countries where we have sites. But in the main it helps our sales teams if potential customers know more about who we are. And of course our own people, as not everyone can easily articulate everything about our quite complex businesses. It helps to have a clear expression of what we’re about. JC: So what exactly will be changing? RL: It is important that our brand reflects our company. So it’s important we don’t compare this to the likes of an ICI or BP rebranding. In true INEOS style this will be very focused, straightforward and practical. So you won’t see a change in the logo or the design of our company stationery for example. We see enormous value in leaving these things just
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