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Haldor Topsoe 

Building on the legacy of a visionary founder

Client: Haldor Topsoe


With the launch of a new strategy that looked to more than double the size of the business within a few years, Haldor Topsoe needed to strengthen its brand to drive growth with new customers, and in new markets, globally.


We began by engaging a broad range of employees, customers and other stakeholders in defining the positioning strategy that would differentiate Topsoe moving forward. During the process, Dr. Haldor Topsoe, the charismatic founder of the company passed away just a few days before his 100-year birthday. This added even greater significance to the process, ensuring it remained loyal to his legacy and reflected the true heritage of the company. The conclusion was clear, what made Topsoe different was their commitment to helping their customers achieve Optimal Performance. With the focus in mind we then worked to align all activities, from innovation to engineering and marketing. Updating the corporate visual identity aligned the look and feel of the company, while developing a full set of new sales tools, including segment value propositions and a new website, helped bring the new brand to life. The revitalized brand was launched within a few months of concluding the positioning strategy, and is supporting continued growth.

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