Brand Champion Mendoza: New brand “the guiding principle of quality”
Rafael Mendoza is Director of Quality and Technology, ArcelorMittal, Mexico, and one of the more than 70 Brand Champions who are helping roll out the new brand at every location. For Rafael Mendoza, the logo “is like an invisible tattoo on our person.”
A Brand Champion is a person whose task it is to coordinate, to implement and to safeguard that the established corporate requirements and guidelines for branding are fulfilled. This is achieved by means of a permanent campaign of communication and diffusion at all the levels.
Mendoza say that the new brand had increased the pride he felt due to the knowledge that he was working to make a product that helps humanity, adding: “Branding is more than a logo. It is our own identity. As we say: “to create Identity, is to create Destiny”. Mendoza also said that the brand needed to be deployed because the involvement of everyone who comprises part of the business process, be they suppliers, workers, employees, directors and customers, was important for the success of the brand.
One comment
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September 13th, 2007 by JORGE FERNÁNDEZ LIZARDI
Mis felicitaciones por el gran desempeño de la tecnología y los recursos humanos de México
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