Sector: Green Energy

Company: Rhodia

Challenge: Rhodia, a French chemical company operating in China, needed a global brand and trademark for a new product: a chemical process that conserves the rare element phosphor, which is used in the manufacture of lighting. Research revealed that phosphor’s rarity caused industry concern over the demand for energy- efficient lighting and China is the only source of the element. The product needed to meet a seemingly impossible set of branding criteria: be product specific, have an available global trademark; and play well in China and Europe to show respect for its origin.

Solution: We implemented a massive multi-national research initiative using global business development and marketing experts to create an irrefutable branding dossier that would meet and exceed all stakeholder demands.

Result: We positioned Rhodia and its process as the result of a successful trail-blazing partnership with China to help meet global demand for green energy-efficient lighting, putting both China and Rhodia on the global stage as eco-conservation leaders. The new brand name – MorningStar – supports the brand allusions goals as an alternate name for the god Phosphor, and as the star that rises in the East to bring the world into a new day. The branding effort was grounded in the ancient history of the element while also giving the company a tool to show respect as a true partner with China.