Saudi Basic Industries Corporation (Sabic) unveiled its brand with focus on creating long-term relationships that deliver profitable growth and success at the company’s annual general assembly meeting in Riyadh.

Sabic’s new tagline, Chemistry that matters, represents Sabic’s commitment toward partnering closely with customers, employees, suppliers, and the communities in which Sabic operates, powering mutual success and growth, a company statement said.

'Chemistry that matters, unites and inspires us all by capturing the true essence of Sabic,' said Mohamed Al-Mady, Sabic vice-chairman and CEO. “Over the past 24 months, we've listened closely to what matters most to our stakeholders, and have co-created a solid new foundation and positioning for our brand and organisation.”

“We are investing in our brand long-term, and adding three key ingredients to our formula for success -- a strong global call to action, a renewed emphasis on existing Sabic values that guide our behaviour and delivery, and a new identity and visual system to boldly project our brand and our company worldwide.”

Al-Mady continued: “Chemistry that matters is both the commitment we make, and our own call to action to focus on what matters most: the strength of the relationships we build, and the positive impact we make.”

“As a global manufacturer and supplier of materials, we help our customers create products that change the world for the better. Our goal is to be the most valuable partner, helping customers achieve their ambitions. This makes commercial sense for everyone. When our customers succeed, we do too.”

The new tagline is the most visible part of Sabic’s ongoing investment in building a strong global brand, by shaping a consistent customer experience that creates a collaborative relationship from the start. It is further amplified by a dynamic new visual identity and system.

“We know from speaking with our customers that how we do business is critical. Listening, understanding what our customers need, and responding to their challenges means we can solve problems and innovate together,” said Al-Mady. “That’s the foundation for long term growth.”

Sabic recently linked and united all its businesses and functions worldwide to establish itself as the preferred world leader in chemicals, with six strategic business units to effectively serve customers globally.

“And, it's no accident that our values conclude with 'we deliver’, because we are committed to delivering results that matter,” said Al-Mady.

“Sabic has transformed into a global entity enriched by different cultures and different ways of thinking. Today, irrespective of where employees are located or their cultural heritage, a common set of values bind them and sets the foundation for Sabic’s future growth and development.”

“These values will allow Sabic to achieve further success as it collaborates worldwide. It is a duty for each of us within the company to put our brand at the heart of everything we do. Today is only the beginning and an amazing journey lies ahead of us,” added Al-Mady. – TradeArabia News Service