Leasing a Piece: Birla Carbon

Over the past several years, I’ve been helping Birla Carbon with all their marketing. After a brief hiatus, while the agency was wrapping up, I’ve returned to keep working with the India-based company. As before, the challenges are related to their brand clarity.

Thankfully, the older plant names and individual companies are going away, and the enterprise will simply be Birla Carbon. Over the next years, we will be working on taking that legacy equity and transitioning it to their new brand so they can appreciate all the value their individual relationships had created in the past.

It is a classic challenge of change management and I’m looking forward to helping them navigate through it!