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Meeting the challenge of successfully rolling out the ArcelorMittal brand

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Posted on August 20, 2008 by Cordula Werle

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On May 29, 2008, the 51-year-old company Québec Cartier Mining changed its brand name for ArcelorMittal Mines Canada. Sixty days later, the ArcelorMittal brand rollout was completed and the entire face of the Company had changed.

Even though we had many different shareholders over the last half century, we always kept our own brand name. And QCM certainly became a very strong brand over the years. Our employees and community members use to say that they had the QCM logo tattooed on their heart and that their blood was blue. The challenge was major: how to retire QCM brand with dignity and how to transfer the QCM brand equity while making sure our people would embrace the new brand and its values.

In 2007, QCM’s 50th anniversary celebrations were part and parcel of the journey to rolling out the brand. We deliberately celebrated the QCM brand while knowing perfectly well that it would be soon replaced. We wanted to make sure that everybody understood that ArcelorMittal was proud of having QCM in its port-folio, making them even prouder.

For the first time in its history, and thanks to its affiliation with the ArcelorMittal Group, ArcelorMittal Mines Canada can look forward to new development opportunities as never before, in a marketplace that has achieved record performances in the way of prices and growth.

Martin Simard, Director of Communications for ArcelorMittal’s steel and mining operations in Québec, Canada



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5 comments


  • May 15th, 2009 by Joe Blow

    Ou est Sidbec-Normines ? ? ? ?



  • May 19th, 2009 by Martin Simard

    Voici la réponse à votre question :

    En 1976, Québec Cartier s’associe officiellement à Sidbec et à British Steel Corporation pour créer Sidbec-Normines. Cette entreprise est mandatée pour exploiter la toute nouvelle usine de bouletage de Port-Cartier ainsi que le gisement de Fire-Lake, situé à 55 kilomètres au sud de Mont-Wright.

    À compter du 1er janvier 1985, Québec Cartier gère l’usine de bouletage de Sidbec-Normines de Port-Cartier et l’approvisionne en concentré à partir de Mont-Wright. Elle en deviendra propriétaire en 1996.



  • November 22nd, 2009 by OSCAR SIMARO

    I would like to contact Mr. Martin Simard

    Thanks a lot

    Oscar Símaro



  • February 11th, 2010 by kwena Joseph Moabelo

    my comment is your company is every good in terms of steel.
    so i need a job in this town VANDERBIJLPARK I HAVE NATIONAL CERTIFICATE OF PURCHASING MANAGEMENT FROM Vaal University of Technology.
    i like to work to your company.



  • February 18th, 2010 by raquel

    You can find information on job vacancies in ArcelorMittal on our corporate website, under Careers. Here’s the direct link http://www.arcelormittal.com/index.php?lang=en&page=459. However, please be advised that we have no available positions at this time.




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