Cargill brand launch

In Sept. 2013, Cargill “broke ground” on a single, global brand expression, the company’s first foray into comprehensive enterprise branding. Previously, those of the 70 or so business units who believed in the power of a brand were free to create their own value proposition, promise and expression. We set out to change all that by introducing a new way to talk about ourselves:

Cargill brand book – A new way to talk about our work. We had the book translated into several key languages for employees, including Portuguese.

To help employees understand the brand promise and expression, we broke it down to the basics and gave them two handfuls of things to know about thrive– one thing for each finger:

10 things you really must know about thrive

A short time later, we made it even simpler and rolled out five brand tenets:

Essential thrive