OE, a pseudonym for a global oil exploration and production equipment and services company, has grown through successive acquisition of many strong, well-known companies. OE needed to implement a strategy and operating environment that would allow it to develop an integrated value proposition to capitalize on its major divisional strengths in a consistent manner.

As part of this effort, OE initiated a project to develop brand strategy by consolidating the brand fact base and developing brand strategic messages. It also implemented brand training and rollout to better prepare employees for this initiative.

The OE brand was created to make the corporation, and its offerings, more directly relevant to its top customers as an integrated set of capabilities. It also served to create a common purpose and direction for all business units and employees, leading to a single, unified culture and approach to market.