Brand sharing and network creation

What is the new Arcelor Mittal brand and how will it be deployed within the company around the world? What are the key communication themes for Arcelor Mittal this year? How can collaboration between communicators on different levels be improved? Two separate meetings held in Paris on 23 and 24 April provided some answers to these issues.

The new Arcelor Mittal brand will first be launched internally at the Management Convention end of May. It will then be deployed throughout the Group. Around 60 brand champions will be responsible for this brand roll-out in every Arcelor Mittal location.

During the 23 April meeting in Paris, the Brand Champions were the first Arcelor Mittal employees to get a taste of the new brand, the brand positioning, the visual identity and the future Arcelor Mittal advertising campaign. According to Laurence Ponchaut, Arcelor Mittal Head of Corporate Reputation, their reaction was very enthusiastic.

On April 24, about 25 Arcelor Mittal communication professionals met in Paris to strengthen the Arcelor Mittal communicators’ network, the aim being to achieve a better interaction for all internal communication professionals within Arcelor Mittal. Across the group, almost 250 people are dealing, full or part time, with internal and external communication issues on all levels.