When International Paper, a US-based paper and packaging company, decided to spin-off and IPO its $3bn global flat sheet paper assets, they engaged TM to help brand the new business for success.
With the paper industry in decline, and the threat of this being viewed as the business that IP didn’t want, our challenge was to control the story. We opted to position newly named (by us) Sylvamo as “The World’s Paper Company”, highlighting their unswerving commitment to paper, and the significant opportunity to consolidate and lead this global industry. The enthusiasm of investors at IPO, and employees’ evident passion and support for the brand underlines the success or this work and the potential of brands to add significant bottom line value to businesses in transformation.
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