Anatomy of Axalta's Rebrand

摘要

Coatings World: Please describe the initial process of rebranding DuPont Performance Coatings as Axalta. Michael Crickenberger: Looking back over the past year, I'd characterize Axalta's rebranding process as a combination of collaboration and creativity. Collaboration was the starting point. We began by asking questions. We asked employees around the world what they hoped our company could become now that it was an independent business. Who better than our own people to know what our untapped resources were? Then we asked our customers what they thought of us and, just as importantly, what they expected from a world class coatings company because, at the end of the day, our business is all about meeting our customers' expectations. The answers provided the goal line we wanted to reach. Once we knew where we were headed, the process unfolded.