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.
