DuluxGroup

Brand purpose driving shareholder return.

Expertise Areas

Brand Research & Diagnostics
Corporate Purpose & Purpose Led Transformation
Brand Architecture Management
Culture Change & Employee Value Proposition (EVP)
Putting Purpose into Practice (PPiP)®
Communications Strategy & Implementation
Brand Measurement & Purpose Tracking

When Orica Australia divested DuluxGroup a truly imaginative and growth focused organisation was born. DuluxGroup was listed on the Australian Stock Exchange (ASX) in 2010 and grew to become one of Australia’s true success stories.

Reimagining opportunity

The new DuluxGroup identified that future success lay in redefining its longer-term strategy, moving away from the silo-centric, conservative, risk averse culture inherited from its former parent. The company recognised that to achieve a positive impact in the marketplace they needed guidance from specialists in brand strategy and purpose-led transformation.

We were initially engaged in 2015 to develop the architecture, brand, and purpose strategy for the newly formed DuluxGroup. Our strong relationship led to a long-term role developing the strategy for the group, the individual SBU and the ongoing review and adaptions to ensure a growth and innovation focused future.

Adding inspiration and innovation to the sector

Our initial mandate was to refresh the brand architecture, purpose, and innovation culture to facilitate growth. We developed the DuluxGroup Purpose and strategy — which is still driving the organisation 12 years later

We were subsequently asked to develop the brand strategy for DuluxGroup SBU companies including Yates, Selleys, Lincoln Sentry, and B&D.

The following brand statements were created:

DuluxGroup exists to develop leading brands that improve, enhance and inspire our living environment.

Dulux Group Purpose: Imagine a better place.

Driving shareholder value

The brand strategy led to a vibrant shareholder return for DuluxGroup, since its 2010 listing, of 483%, with Macquarie Bank rating DuluxGroup as having delivered the third best total shareholder return in the S&P/ASX 100.

In 2018, DuluxGroup was acquired by Nippon Paint Holdings (NPH) for a multiple of 16.1x 2018 earnings (25.3x 2017 earnings), and was subsequently delisted from the ASX.

NPH recognised DuluxGroup as an attractive acquisition due to its profitability, future earnings growth, and the culture of innovation. (Shareholder Scheme Booklet, June 2019)

Following the purchase of DuluxGroup, Nippon Paint Holdings (NPH) hired Brand Council to develop the global group purpose and business principles.

Related Work

Nippon Paint Holdings

Aruma

Standards Australia

Cancer Council NSW

More case studies

“Brand Council has been instrumental in developing the DuluxGroup core purpose. They methodically and strategically worked across all levels of the organisation to capture – who we are; what we stand for; and why we do what we do – into a unifying core purpose ‘Imagine a Better Place’. The true test of their work is that, almost a decade later, our Core Purpose has endured, strengthened and is ingrained into the psyche at all levels of the organisation.”

Pat Houlihan | CEO & Chairman DuluxGroup, Chairman MCRI

"Brand Council have helped us clarify our brand architecture, reinvent Hard Yakka and KingGee, and provided strategic guidance on two additional brands. This has resulted in significant tangible results for our business. We enjoy working with Trudi and Peta and value their opinion and expertise."

Doug Swan | Group General Manager Workwear Group

"The key to Brand Council’s success is their process. They took the time to understand the market in which we operate, where we wanted to position the fund, and what we needed to do to reach that position. In this way, Brand Council encouraged us to discover our brand by finding and telling our own story. The most important element in Brand Council’s process is proof. They have not made any recommendations without evidence. Brand Council are genuine partners on the ‘brand journey’."

Michael Dwyer AM | Former CEO First State Super, Chairman UNHCR, Board Director

"Together they are a great team who are hands on, taking full responsibility for the work – it is rare to find an agency as experienced and professional who will actually get in and do the work at grass roots level themselves."

Alison Brink | Goodman Group GM Marketing & Communications

"The work Brand Council have done to engage staff across the agency, distil and define a clear and motivating brand purpose, and then help to communicate and inculcate that purpose internally has been invaluable."

Commissioner Paul Baxter | Fire and Rescue NSW

"Over many years, Brand Council have led three brand strategy projects for Redkite. What has been consistent throughout is a highly effective approach to brand strategy and a level of care and passion that you don’t often see. Trudi has become part of the fabric of our organisation and a trusted adviser. She puts her heart into making the Redkite brand what it needs to be so that no family faces their child’s cancer alone."

Monique Keighery | Chief Executive Officer, Redkite

"Our staff’s enthusiasm, energy and ideas have been amazing. We have a single set of Beliefs, Values and one common Purpose – and it’s all come directly from our staff."

Andrew Richardson | Aruma CEO

"Brand Council has continued to work with us in an ongoing capacity to define the purpose strategy for our individual businesses, including Selleys, B&D, Lincoln Sentry and Yates. They are a trusted advisor and provide sound counsel."

Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI

"I have been the leading executive on a number of engagements with Brand Council including IAG, BOQ & AIM. I subscribe to Brand Council’s philosophy that alignment between the brand message and brand experience is essential for business success. It is through their refined process that I have seen the cultural and behavioural change required to not only ensure this alignment is possible, but more importantly that it is implemented. I am pleased to endorse the people and process at Brand Council and commend them to any business looking to re-engage staff and customers."

Daniel Musson | CEO and C-suite client at BOQ, IAG & AIM

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