Master Builders Solutions - TBT Worldwide

Master Builders Solutions

Master Builders Solutions is a specialist in advanced chemical solutions for the construction industry. Master Builders Solutions is founded on the 100 years of research and expertise and is the consolidation of BASF’s

OVERVIEW

Master Builders Solutions is a specialist in advanced chemical solutions for the construction industry. Master Builders Solutions is founded on the 100 years of research and expertise and is the consolidation of BASF’s extensive range of existing brands, technologies and offerings and the sum total of all expertise and knowledge from years of experience. Early in 2012, BASF anticipated complications in terms of consolidating thirty, well-known brands into a single brand. The primary concern, was the development of an overarching internal brand alignment to ensure consistency across thirty countries around the world. In this light, BASF engaged The Brand Theatre to facilitate the development and articulation of a strong internal brand that would institutionalise alignment for Master Builders Solutions. Project execution included multiple workshops being delivered across thrity countries, over a two-year period, which influenced more than a thousand employees. The result, Master Builders Solutions firmly established a new, robust internal brand and created alignment. This was confirmed through the application of an internal brand champion questionnaire, which showed increased awareness and brand alignment continuity.