1. Building a brand
from the inside out

2. 2
We’re a
global ingredient solutions
company

3. 3
created when
Corn Products acquired
National Starch.

4. 4
We make
sweeteners, starches
and nutritional ingredients
from plant sources such as
corn, rice and tapioca.

5. 5
$6.5 Billion 2012 NET SALES
We’re a
Fortune 500 company

6. BREWING
PAPER AND
CORRUGATING
ANIMAL NUTRITION44%FOOD
OTHER
11%
44%
15%
BEVERAGES
9%
12
%
9%

7. 1
This is a story of
creating a brand from
the inside out by asking
and answering “Why?”
every step of the way.

8. To get to the
right answers,
we asked ourselves
the right questions
2

9. 3
Why would customers respond positively
to our name change?
4
Why would a name change work culturally?3
Why not just build on the Corn Products
name?
2
Why change anything?1
How did we know we were on the
right track?
5

10. Why change
anything?
1

11. Two global
businesses with
strong brand equity
5

12. Corn Products
International
was the name of
a global family
of brands
6

13. For customers, the overall
story was hard to follow

14. Why not just
expand upon the
Corn Products name?
2

15. Research validated
our choice of direction
9Knowles, Columbia GSB, 2011; 216 mergers 1997-2006

16. 3YEARS AFTER MERGER
10
Retained
name of the
acquiring entity
Chose business as usual
and kept two or more
names afloat
LOSTVALUE LOSTVALUE
Knowles, Columbia GSB, 2011; 216 mergers 1997-2006

17. 3YEARS AFTER MERGER
11
Created an amalgamated brand
VALUE GAIN
Knowles, Columbia GSB, 2011; 216 mergers 1997-2006

18. We chose a
new brand name…
12

19. 13

20. Why would this
name change
work culturally?
3

21. First thing we did, was
focus on shared values

22. 16
Ingredion is a global ingredient solutions company built on a rich legacy of exceptional
performance and market-leading innovation. Our geographic footprint and diverse
organization give us the capability to deliver solutions on a global scale and the agility to
meet the needs of local markets.
We make it our business to understand industry trends and our customers’ challenges.
They trust us to anticipate and deliver the consistently high-quality products and
innovative solutions they need.
Each day, we live our CompanyValues—Safety, Quality, Integrity, Respect, Excellence
and Innovation—so that we may create enduring, mutual value for our customers,
business associates, communities, colleagues and shareholders.
The Brand Promise

23. We announced our intent
to become Ingredion.
17
On the same day, both
internally and externally.
Feb. 14, 2012

24. 18
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Hunt the
Hidden
Gems

25. Getting all 11,000
employees to rally around
the values and the brand:
19
The 3 Cs

26. 20
CLEAR
CONFIDENT
CONNECTED

27. Why did customers
respond positively to
our name change?
4

28. The first thing we did was
to establish a messaging
that combined
71

29. 72
expertise innovation+CORN PRODUCTS NATIONAL STARCH

30. Whether it's a market-shaping
innovation for next year or
consistently high-quality ingredients
for next week, we anticipate
and deliver exactly what you need,
when, where and how you need it.
73
Positioning:

31. Iconography established
to exalt and protect the
new Ingredion masterbrand
74

32. 75

33. Slow burn rollout;
76
Big Bang or Slow burn?
Big Bang impact

34. NORTH
AMERICA
1
EUROPE
MIDDLE EAST
AFRICA
3
ASIA
PACIFIC
3
5
SOUTH
AMERICA
4
MEXICO
2
JUNE 2012 MARCH 2013

35. Simple, culturally aligned,
easy-to-understand
transitional campaign began.
78

40. you can
all exploit
KEY
you can
all exploit
K
LEARNINGS

41. 84
Align and engage all
of your stakeholders:
skeptics and believers,
opponents and advocates,
hourlies and c-suite
1

42. 85
Create a
rallying call internally
to move people
2

43. The Big Bang
isn’t always best;
a slow burn enables
internal engagement
over time
3
86

44. 87
A global company needs
one look and tone that
resonates across cultures
4

45. 88
Don’t be scared of saying
things twice.
5

46. 89
Launch your brand
externally only after
your people know how
to live it internally
6