- Brand Naming
Background & Challenge:
In October 2013, DuPont announced that it was planning to spin off its $7B "performance chemicals" business into a new publicly traded company. DuPont was seeking a new brand for this new business, that could work globally, and ideally subtly reflect some of its legacies while still communicating that it was its own company.
Collaborating with OgilvyRED, we went through a stringent strategic process of name creation and international evaluation, to ensure that the final name was appropriate for all relevant markets around the world, leading to over name 100 finalists.
The name Chemours was selected to suggest the vision and ideals: chemistry that belongs to all of us. It also embodies the company's bond with customers and the shared focus that connects chemistry with their business goals. Additionally, the name Chemours subtly references Nemours – the town in France that was home to many members of the DuPont family.
With thousands of employees around the world, the businesses generated sales of $5.4 billion in 2016. They operate in 35 production facilities located in 11 countries and serves several thousand customers in more than 130 countries.
Chemours is now a leading global provider of performance chemicals through three reporting segments: Titanium Technologies, Fluoro products, and Chemical Solutions.