ArcelorMittal Launches its New Global Brand
06/06/2007 - ArcelorMittal has launched its brand identity and design, which is based on the theme of Transforming Tomorrow; the company says the theme reflects its values and aspirations.
ArcelorMittal has launched its brand identity and design, which is based on the theme of Transforming Tomorrow. The company says the theme reflects its values and aspirations.
“Today we are announcing what ArcelorMittal stands for, what it intends to achieve and by what values and guiding principles we are going to operate” said Lakshmi Mittal, President and CEO of ArcelorMittal. “We wanted a positioning which not only reflects the strategy of the business, but also reflects the responsibility we have as the leading player in our sector and one of the world’s largest companies, with major operations in 27 countries and 320,000 employees. We know that our position in the steel industry brings unique responsibilities. We are committed to setting globally recognized standards with the needs of future generations in mind.”
Supporting the central positioning of Transforming Tomorrow are three main values—Sustainability, Quality, and Leadership:
SUSTAINAIBILITY—ArcelorMittal says its commitment to the world around it extends beyond the bottom line, to include the people in which it invests, the communities it supports, and the world in which it operates. The company says this long-term approach is central to its business philosophy.
QUALITY—The company says it looks beyond today to envision the steel of tomorrow. Because quality outcomes depend on quality people, ArcelorMittal seek to attract and nurture the best people to deliver superior solutions to our customers.
LEADERSHIP—As a group of visionary thinkers, ArcelorMittal creates opportunities every day. This entrepreneurial spirit brought the company to the forefront of the steel industry and allows it to move beyond what the world expects of steel.
The brand has been created to reflect the identity and values of the new company that was created last year through the merger of the number one and two companies in the industry, Mittal Steel and Arcelor. Both companies had played a significant role in transforming the steel industry toward a more sustainable model. Combined, they have created a more diversified and stronger group.
“The steel industry is in a stronger position today than it has been for many years,” said Mr. Mittal. “This is largely due to consolidation and globalization which is helping to create a more stable operating environment. As the sector leader, we expect ArcelorMittal to remain at the forefront of this transformation. This is important for all of our stakeholders.”
ArcelorMittal’s theme of Transforming Tomorrow also reflects the intrinsic role steel has in the world. “It is easy to forget the role steel plays in the modern world,” said Mr. Mittal. “It is in the houses we live in, the cars we drive, the trains we travel in. We very much see the purpose of ArcelorMittal as being to continue to develop steel of the highest quality in order to help transform the quality of the world around us.”
The launch of the new brand is also an important part of the integration process, in that it creates a common bond for all of our employees and a clear set of values which we intend to be visible in the company at all times. “Integration has been going very well,” said Mr. Mittal. “But clearly the company of our size needed a defined positioning and a clear set of values under which we will operate. The brand has been very positively received by our employees and we will be working to ensure that it remains the guiding principles for the future direction we take as a business.”
ArcelorMittal has also launched its new “Boldness Changes Everything” global advertising campaign. Like the creation of ArcelorMittal, the company believes the continuation of such bold steps is critical to sustainable transformation of the steel industry. “We believe that boldness is an important part of the spirit of ArcelorMittal and is one of the qualities which differentiates us from our peers,” said Nicola Davidson, Vice President of Corporate Communications. “Bold moves have brought positive change to the world around us for many centuries. Our advertising campaign is a celebration of how such moves can really help transform the world.”
ArcelorMittal is the world's number one steel company, with 320,000 employees in more than 60 countries. The company holds leadership in a number of major global markets, including automotive, construction, household appliances and packaging, with leading R&D and technology, as well as sizeable captive supplies of raw materials and outstanding distribution networks. An industrial presence in 27 European, Asian, African and American countries exposes the company to all the key steel markets, from emerging to mature, positions it will be looking to develop in the high-growth Chinese and Indian markets. ArcelorMittal key pro-forma financials for 2006 show combined revenues of USD 88.6 billions, with a crude steel production of 118 million tonnes, representing around 10% of world steel output.
