odebrecht ing

New brand architecture Unity in diversity

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THE USE OF A COMMON BRAND FOR ODEBRECHT BUSINESSES MEETS A NEED DICTATED

BY DECENTRALIZED AND DIVERSIFIED OPERATIONS IN SEVERAL COUNTRIES WORLDWIDE.

A major change is underway in most Odebrecht Group Businesses: they have adopted a new logo, and some have changed their names.

This move is a result of the Group’s new brand architecture, which has adopted the single-brand model: the holding company, Odebrecht S.A. and all Group Businesses will bear the name Odebrecht and use the same logo.

The individual companies’ brands are set apart by the wording that identifies their sector, market or business activity. For specific reasons, Braskem and the EEP - Estaleiro Enseada do Paraguaçu shipyard have not adopted the new model for the time being.

The use of a common brand for Odebrecht Businesses meets a need dictated by decentralized and diversified operations in several countries worldwide.

This special insert to issue #165 of Odebrecht Informa magazine presents part of this story and the guidelines for the creation of the Group’s new brand architecture, recounting how it was designed and how it is being applied.

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INTRODUCTION

Marcelo odebrecht PRESIDENT AND CEO OF ODEBRECHT S.A.

“The essence of our identity is our culture” Marcelo Odebrecht, President and CEO of Odebrecht S.A. introduced the Odebrecht Group’s new brand architecture at the organization’s General Meeting on December 19, 2012, at the Iberostar hotel in Praia do Forte, on the north coast of Salvador, Bahia, Brazil.

About 900 people attended the meeting, including Shareholders and Group Members.

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Almir Bindilatti

Marcelo Odebrecht at the Group’s Annual Meeting: highly qualified communication with the communities where Odebrecht is present

During his presentation, based on five major themes

rose from 3,100 in 2010 to 11,300 in 2012. “We are

that cut across the entire organization (People,

increasingly in the news,” he concluded.

Productivity, Synergy, Image and Sustainable Growth), Marcelo explained what Odebrecht’s new

He also underscored the diversified and capillary

Brand Strategy represents in the segment on Image:

operations of the Group’s companies and the

“It is the sum of what we are, what we believe and

significant growth of new types of clients, such

how we act. It is therefore our identity.” And he

as users of urban transport and sanitation (water

warned: “We need to communicate our identity,

and sewer) services and buyers of commercial

whose essence is our corporate culture, practiced by

and residential real estate. As a result, he drew the

knowledgeable people. We must never communicate

attention of the Group’s leaders to the global impacts

what we are not.”

of local actions: “Today, international news agencies provide immediate responses to local events.

He stressed the role of qualified communication with

Everything we do can represent a boost or a hit to

the communities in the countries and regions where

the international image of our brand.”

Odebrecht’s companies work, and presented figures that reveal the increasing interaction of the Group’s

The Leaders (CEOs) of Odebrecht’s Businesses

people and businesses with their local environments.

displayed their new logos on their presentations at

These numbers included the growing number of

the Annual Meeting. Only Braskem and EEP have

mentions of Odebrecht in the Brazilian media, which

kept their original names and logos.

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INTERVIEW

Márcio Polidoro RESPONSIBLE FOR CORPORATE COMMUNICATION

Creating more value Márcio Polidoro, the officer Responsible for Corporate Communication at Odebrecht S.A., headed the process of building the Group’s new brand architecture.

In this interview, he answers five questions from Odebrecht Informa about the project he helmed.

will be called Odebrecht and use the same logo – except for Braskem and EEP. How is each business distinguished?

Márcio Polidoro – Through a unique description associated with the Odebrecht brand. These descriptions reflect what the brand is all about.

Their goal is not to create value, because that’s the role of the brand. The description should be plain and simple, so as not to distract attention from the brand and make it easy for people to understand

What led Odebrecht to adopt a new brand

the activity in question.

architecture?

Márcio Polidoro – We needed visual reinforcement

Why was the single-brand model adopted?

of the sense of belonging to the same organization,

Márcio Polidoro– Because it was the most

for the Businesses and people. Moreover, we

appropriate one for an organization that is

also needed to demonstrate the organization’s

distinguished by a unique corporate culture. The

commitment to each of its companies. We also

single brand not only identifies us but sets us apart.

needed to express alignment of beliefs, values,

It spotlights the entire Group without detracting

vision, goals and priorities in an organization

from its parts, because they are all echoed in a logo

that operates in a decentralized manner and

with the same design.

with broad geographic scale, but with the same entrepreneurial culture. We believe that this new

What is the main advantage of this new model?

model meets all those requirements.

Márcio Polidoro – It reinforces the concept of a diversified organization, facilitates external

What is the main change implemented through

perceptions and brings the visual expression of

the new brand architecture?

our organization closer to what we really are,

Márcio Polidoro – From now on, the holding

eliminating the fragmentation caused by multiple

company, Odebrecht S.A., and all its businesses

logos without a unified design and color.

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A Changing Brand In the beginning, the Group’s logo was a symbol made up of the initials of Construtora Norberto Odebrecht (CNO).

Next, the names Odebrecht and Construtora Norberto Odebrecht were adopted and the logo was reduced.

Then, the name Odebrecht was replaced by the acronym CNO. At the time, multiple logos coexisted within the Group.

The green Odebrecht logo appeared in the 1980s to represent the Group. The holding company, Odebrecht S.A., adapted it from Construtora Norberto Odebrecht’s logo.

The name Odebrecht appeared in red for the first time in the signature of the Engineering & Construction business

The new logo, introduced in 2013 for all Group Businesses, incorporates the color red and the font of the previous two brands

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INTERVIEW

Holanda Cavalcanti

laura Garcia BRAND STRATEGY MANAGER – INTERBRAND

How the new brand was born Laura Garcia: process guided by the idea that the brand is an asset that must be managed to make it understandable to stakeholders

Odebrecht hired the British firm Interbrand, which

to the changes now underway, the Group will gain

has operated in Brazil for 10 years, to design its

a new level of recognition. “Odebrecht is a major

new brand architecture. Rio native Laura Garcia,

company that needs a major brand.”

the firm’s Brand Strategy Manager, was assigned to direct the project, which took over a year to

What was the challenge you were presented with?

complete. Laura and her team visited the Group’s

laura Garcia – Odebrecht has an entrepreneurial

jobsites, industrial plants, concession companies

philosophy that embraces the decentralization of

and offices in Brazil and other countries. “We started

its businesses. Therefore, each company created

out by trying to understand Odebrecht, with its

and managed its own brand. But this did not lead to

decentralized operations and unique culture, which

an overall brand perception. The challenge we were

is rare in other companies,” she says. “Only then

presented with was to help Odebrecht solve this

could we begin to arrive at the best visual solution

dilemma.

for expressing the challenge we were presented with.” In this interview, Laura Garcia discusses

How did you conduct that process?

the process of creating Odebrecht’s new brand

laura Garcia – We realized that one of the two

architecture, the guiding premises for that process,

parts of the dilemma would have to give way. What

and the results achieved. She believes that, due

prevailed was the premise that Odebrecht needed

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“OUR GOAL IS TO SEE THE ODEBRECHT LOGO APPLIED THE SAME WAY EVERYWHERE”

entrepreneurial organization that operates in different businesses and countries. To do so, we needed a single logo that could withstand structural changes. A logo that could be managed centrally in a decentralized organization.

How did the visual expression of these concepts develop? laura Garcia – We had a reference, which was

to establish its image as a group, and to do that, it

the Engineering & Construction business’s logo.

would have to adopt the same logo, what we call

Based on that, we sought to strengthen that logo’s

a monolithic brand architecture, which required

best features, which was the use of the color red,

centralized management of this issue. It wasn’t

an expression of strength and achievement. We

easy, because the culture of decentralization is very

inverted the red and white and created elements

strong at Odebrecht. We discussed it extensively,

that make up and highlight the new logo. We

but in the end the organization’s leaders understood

also brought in more elements to create a visual

the proposal and adopted the suggestions.

system that resulted in the Brand Territory, a website for Group members that explains the new

In the early stages of your work, what most

brand architecture and contains the manual for its

caught your attention about Odebrecht?

applications by all the companies [that use it].

laura Garcia – What impressed us most was the organization’s strong personality, which stems

What is the standard used for the descriptions

from the Odebrecht Entrepreneurial Technology.

accompanying the logo?

In all the countries we visited, we found people

laura Garcia – We needed to resolve a key issue,

whose language is consistent and on the same

since some companies’ segments are based on

page, with the same proactive stance and sense

expertise, and others on markets or regions. Thanks

of responsibility for their business, and a can-do

to the client’s decision to change the names of some

attitude. We realized that all that had to be

companies so they start with the name Odebrecht,

expressed in the new logo.

we arrived at a satisfactory solution. So then we established that the descriptions that accompany

After that immersion, how did the work proceed?

the logo should reflect the company’s specialty

laura Garcia – We put together a set of perceptions

(Agroindustry, Infrastructure, Environment, Real

and, working closely with the client, established the

Estate Development, etc.).

basic premises of the project, guided by the idea

As a result, we made significant progress toward

that the brand is an asset that must be managed

achieving our goal, which is to see the Odebrecht

with a view to ensuring that its stakeholders

logo applied the same way everywhere, thereby

understand it. Another decisive vector was

expressing the understanding that we’re talking

the idea of building a general perception of an

about the same organization.

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FEEDBACK

Companies are already using the new logo Group companies are already changing their logos on the basis of the organization’s new brand architecture. Odebrecht Informa obtained feedback from three of the officers responsible for introducing the new logos. See what Odebrecht Agroindustrial Communication Manager Andressa Saurin, Odebrecht Oil & Gas Communication Manager Bárbara Nitto, and Odebrecht Realizações Imobiliárias Marketing Director Sergio Kertész have to say about the changes underway.

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Edgar Ishikawa

Andressa Saurin (background), with Fabio Rimoli, Fernanda Kato, Karina Lara and team leader Genésio Couto (foreground)

Andressa Saurin Odebrecht Agroindustrial “In our case it’s a total transformation, because we’re changing the company’s name and logo. It’s a huge job, but I’m very happy because I always thought that we should take the name of our parent brand. In fact, here at ETH we have always been Odebrecht, because we always seek to apply the Odebrecht Entrepreneurial Technology to the fullest extent. The only thing that’s changing now is that our name reflects all that. To launch the new name and logo, we created a campaign titled ‘Today

“OUR MAIN FOCUS WAS ON INFORMING OUR MEMBERS ABOUT THE CHANGES FIRST. MOST OF THEM LIVE IN SMALL TOWNS IN THE MIDWEST OF BRAZIL”

we are more.’ Precisely because we already were Odebrecht on a daily basis. Today we are more,

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FEEDBACK

because we have Odebrecht in our name, on our name tags, uniforms, and business cards. The color red that is now on Odebrecht Agroindustrial’s logo is the color of accomplishment. It has always been in our blood.

“Our main focus was on informing our members about the changes first. Most of them live in small towns in the Midwest of Brazil, where Odebrecht Agroindustrial is the largest employer. We had to give them our full attention, since they mobilized their lives to work at ETH, were groomed at ETH, brought their families to ETH, stopped receiving the Family Grant to work at ETH, and suddenly ETH changes its name, colors, it becomes something else. All this could be confusing, so we are giving

Bárbara Nitto

them our full attention. In addition to a series of

Odebrecht Oil & Gas

internal communication programs, our CEO Luiz

“I think that the use of a single brand is really

de Mendonça and the leaders of our agroindustrial

the best way forward for Odebrecht. It is easily

hubs got to work, interacting with local mayors and

recognizable for everyone and expresses the same

communities to explain the change. We also used

stance, the same culture of a single organization

radio spots and commercials on local TV channels.

whose operations’ goals and objectives are on the same page.

“This isn’t a change that happened overnight.

We started on the February 5th, but it will go on

“At Odebrecht Oil & Gas, we have kept our name

throughout 2013. Changes in the identity of our

but changed the logo and eliminated the initials

units will follow a schedule that will include several

OOG. We won’t have any problems making this

steps, from painting ethanol tanks to changing our

transition. Like many other Members of the former

signs on roads in the Midwest. Everything else will

OOG, I always introduce myself as Odebrecht. The

be done through a comprehensive communication

brand has always come first, followed by the Oil &

program. Our Members breathe change with pride,

Gas segment. In other words, we will keep doing

pride in belonging not only to the company they

what we had been doing already.

work for but to a much larger organization, which further strengthens our journey towards our

“All of our nearly 3,000 Members were informed of

Vision for 2020.”

the changes on January 28th. We sent out an email

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Geraldo Pestalozzi

“WE WON’T HAVE ANY PROBLEMS MAKING THIS TRANSITION. WE’VE ALWAYS INTRODUCED OURSELVES AS ODEBRECHT”

Bárbara Nitto with the mug gifted to all Odebrecht Oil & Gas Members

message to all of them to explain the changes. We put up banners on the oil rigs and in our offices. We left a mug with the new logo and an informative message on everybody’s desk. And we provide the artwork (e-mail signatures, brochures, business cards, computer screen backgrounds, a visual identity manual, letterhead and a PowerPoint presentation template) for the new logo so everyone could make personal use of it.

“There will be a transition period, which is normal for such changes. We’re going to be thrifty and use up the materials on hand before having them replaced.

It makes no sense to throw them all away. We’ll replace them gradually. Changing the logo on the oil rigs may take a little longer, because it has to be done when the platforms are anchored (’docked’ as we say here). They can only be painted when they’re not operating.”

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Carlos Gueller

Odebrecht Realizações Imobiliárias members wearing the shirt with the real estate development company’s new logo: clockwise, Domitila Carbonari, Amanda Zaragoza, Rafael Lomelino, Leonardo Maia, Fernando Bammerberger, Juliana Cerresi and Sergio Kertész

Sergio Kertész

had a unique identity that was well known in Brazil’s

Odebrecht Realizações Imobiliárias

main cities, and we’ve made sure that we won’t lose

“Making the decision to switch to using a single

that. Our challenge is to take the energy that was

brand was very important. But what will ensure

channeled into consolidating and developing a brand

that the new brand works is its implementation, and

and translate it into this new version.

always taking care of it on a daily basis. This process is just beginning. And it will only go well if we keep it

“For our clients, the impact will be relatively small,

up every day.

because they believe in and trust the Odebrecht brand. But we have to make it clear that our

“Odebrecht Realizações Imobiliárias [Real Estate

personality is still the same; that the focus on

Development] is a company that speaks directly to

our pillars – differentiation, sustainability and

the end consumer, and has a relatively large number

selectivity – is still there. The way we develop

of clients with different profiles. We must make

products, taking care of all stages, remains exactly

sure that these clients understand the purpose of

the same. What we have now is complete alignment

the change, and don’t think that the company is

with our parent company, Odebrecht, both in terms

any different from before, or that the people they

of our visual identity and our name.”

know will not be there anymore. This is an important alignment between our teams and our clients, and it will bring us even closer to our main brand.

“We will work with and change more than 90 items, from name badges, cards and stationery to electronic environments, such as the company’s intranet and website. We’ve changed the physical environment of the office and the physical environment of our construction projects. We’ve revised our signaling and signposting manual, and will

“WHAT WILL ENSURE THAT THE NEW BRAND WORKS IS ITS IMPLEMENTATION, AND ALWAYS TAKING CARE OF IT ON A DAILY BASIS”

replace fencing, uniforms, and overhead signage. We

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Created and produced for Odebrecht S.A. by Versal Editores