Optimising our extractive industry brands

Ian Louden, Head of Brand, Worldwide

June 2014

Brand development process

• Research

• Brand strategy

• Creative

• Implementation

Brand development process

• Research

• Brand strategy

• Creative

• Implementation

Brands are earned,

not made.

License to operate.

Copyright © ArcelorMittal 13/06/2014 APCO Insight 8

Copyright © ArcelorMittal 13/06/2014 APCO Insight 10

Thank you