Sandoz (now Novartis) realized that to compete effectively, it would need to focus on its core business — human health. A key part of this strategy was to spin off its specialty chemicals business as an independent company.
Ken led the team that developed the brand strategy, name and visual identity for the new entity. Defining the company’s core strengths became the platform for conducting an extensive name development and registration process.
Clariant, the chosen name, and the visual identity played a key part in rallying the confidence of analysts and investors to facilitate what would be one the largest simultaneous IPOs on the New York and Zurich stock exchanges.