Changing the name without losing share or essence
Tovani and Barentz
National leader in functional ingredients, such as colorants and preservatives, Tovani sold to the 15 largest food industries in Brazil, as well as important players in the supplements, pharmaceutical and personal care industries, among others.
Having transformed itself, a few years earlier, into a joint venture with the global leader, Barentz, Tovani had benefited from a larger product portfolio while maintaining the 30-year-old Tovani name, which was well-known among domestic buyers.
But when Barentz imposed a two-year deadline for implementing the global brand, CEO Elzo Tovani became worried. He had seen his own market share increase at the same time a major competitor changed its name, and now he feared his own share was at risk.
With each percentage point representing millions of reais and with over 2,000 clients, ranging from the largest in the country to small local factories, he needed the change to be implemented and communicated in the most structured way possible.
Following research with clients, we recommend implementing an intermediate phase, TovaniBarentz, before the final transition to just Barentz.
We also created a brand transition plan consisting of 3 documents guiding the change:
- Mapping of touchpoints (all places where the brand appears), with recommendations on which ones to change in the intermediate phase.
- Implementation schedule
- TovaniBarentz brand identity manual, blending elements from both brands.
The same research also uncovered the main doubts and concerns of clients and, within a fact sheet about Barentz, which facts were likely to generate the most interest, which would support the creation of communications capable of enhancing positive perceptions and mitigating negative ones.
This same research found that there was a loyal group of clients with strong positive associations, linked to the essence of Tovani and their relationship with the brand over the years.
But how to communicate that the essence of Tovani would continue to live on within Barentz?
Taking advantage of the fact that both Tovani and Barentz's point were red, we created the animation below.
The animation, which was also used at trade show booths and across social media, was integrated into corporate communications, helping sell the change to each audience.
Suppliers
Clients
Employees
"I hired José to help us transition Tovani, a Brazilian leader in Life Science supplies, to the global brand Barentz, which was still relatively unknown in Brazil."
José provided full support for an efficient implementation and, together with his partners at Oyster, sold the change to all audiences, including hundreds of employees, now more integrated into the global team.
We were able to let go of a 30-year-old name without ever losing our market share.
The result was so good that we also hired him for another company in the group, Volp.”
Elzo Tovani Benzaquen - CEO Barentz South America