PPG positions itself as 'surfaces' company

Glass Magazine
June 21, 2011
COMMERCIAL, RETAIL, FABRICATION : BUSINESS

PPG Industries announced the launch of an initiative designed to heighten awareness of the company's brand and support its sales efforts across many of the core markets and industries it serves. The first of its kind for the company, the marketing communications initiative redefines the PPG brand by showcasing the unique ways it brings innovation, sustainability and color technologies to its customers in a wide range of markets, according to a June 21 release.

PPG's Core Marketing Branding Initiative features a new tagline, "Bringing Innovation to the Surface," that positions PPG as a "surfaces" company. The new tagline will appear throughout PPG's multichannel efforts, including:

  • A targeted print and online advertising campaign, featuring high-impact ads that highlight PPG products in color against black-and-white backdrops, showing the unique ways that PPG assists its customers in tackling some of the most important issues they face.
  • A refreshed website and social media effort to support the advertising and the day-to-day outreach efforts of PPG's customer-facing employees.
  • A variety of training and customer engagement tools – presentations and marketing collateral – that empower PPG employees to act as brand ambassadors in talking about the company's unique offerings.

The efforts currently focus on the aerospace, automotive manufacturing, automotive refinish and repair, commercial construction, consumer goods, infrastructure, renewable energy, residential construction and marine markets.