New Brand Experience

Enriching a major oil and gas company: Petronas

The challenge

Needed to understand their brand , define it and embed it within the whole company to help create a culture that reflected a set of newly created brand values.

What we did

We conducted extensive research with key internal and external stakeholders over six months to define the brand as it was. We then recreated the brand — their new essence and new values. From there, the new brand was launched internally and we embedded that throughout the business — total project time was two years.

The result

A set of brand values: trusted, passionate, progressive, enriching

A brand essence: Petronas receives energy in the form of natural resources , human talent and commitment. This energy is returned to the nation and the world as both physical and emotional energy, supporting people everywhere in their aspirations for the future.

A totally integrated workforce who completely understand what their brand is about and how to behave to reflect this.