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Design: An Under-Leveraged Business Tool

A Package for North America: Meeting the Challenge of Mutilingual Requirements

How to Evaluate Annual Report Firms

Transitioning a Global Brand: Henkel Loctite

Building Leadership Through Association

A Perspective on Intellectual Property in Design

CARMINE ON: BluElvis Content Management

Transitioning a Global Brand:
Henkel Loctite
by Chet Makoski

The 6th European International Design Management Conference: Dublin, Ireland-March 11-13, 2002

Transitioning a Global Brand: Henkel Loctite
Chet Makoski, Partner, The Donaldson Group Inc
Kelvin Machell, Loctite Corporate Communications Manager

To thrive as a viable brand, it is essential to have more than a memorable signature.
In this brave new world, the master brand-often considered inviolate-sometimes should change. Henkel Loctite, the world leader in specialty adhesives and sealants, has effectively managed its marketplace image through a series of evolutionary changes.

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