NAMING | Brand strategy + LAUNCH | CAMPAIGN DEVELOPMENT
We led the brand strategy and the launch of this powerful new brand for the largest renewable fuel producer in the world. The success of the brand manifested in numerous material ways: the company went from $4 billion to $10 billion within a few years after the launch; it 20+ member plants agreed to join together under the umbrella of the new brand in the span of just two weeks; the company got the attention of international leaders in biotechnology that became partners with Poet; and the brand put the company on the radar of American presidents. Poet is the iconic leader in its industry. It leaders will tell you the brand is responsible for completely reshaping the biotethanol industry and the opportunities for both renewable fuels and the ag economy.