RiechesBaird Selected to Create and Help Launch New Company Brand After PPG Commodity Chemicals, Georgia Gulf Merger

Irvine, CA, September 15, 2012 --(PR.com)-- RiechesBaird, named one of the nation’s top BtoB corporate branding agencies in the United States by BtoB Magazine for 11 consecutive years, has been selected as the strategic corporate branding partner for a new company that will be created after Georgia Gulf’s merger last month with PPG’s chlor-alkali and derivatives business.

RiechesBaird was selected to create the new company’s brand after a national search and evaluation of the best brand strategy firms in the industry. The firm’s process in developing the new brand involves research and brand strategy, and will create a new corporate identity. RiechesBaird will utilize its experience to guide the executive team through the process, leading up to an internal and external launch.

“When we began our effort to select a strategic branding partner, the top priority was to find a company that knows business,” said Alan Chapple, director of corporate communications for Georgia Gulf. “RiechesBaird is a firm that has successfully created a new name, logo and corporate identity for many companies. Their business-to-business expertise will be key to developing a brand that captures the essence of the new company and the importance of our products, and also energizes our employees, captivates our customers and resonates with shareholders and other external audiences.”

“The new brand will help give form and substance to this exciting opportunity to create an entirely new and different kind of company,” said Alan Brew, a principal at RiechesBaird. “The brand will help the new company reinforce its vision of becoming an integrated chemicals and building products powerhouse.”

The branding engagement involves research and brand strategy, name and identity development and a roll-out of the new brand. The RiechesBaird team will be working closely with the executive team in the development of the new company, guiding the executive team through the process, leading up to an internal and external launch.

Atlanta-based Georgia Gulf and Pittsburgh-based PPG announced on July 19, 2012, terms of the deal in which a new company would be formed. The new company will remain in Atlanta, and the combined business is expected to have annual sales of approximately $5 billion.

RiechesBaird, a leader in corporate branding, specializes in building the value of BtoB companies like American Airlines Cargo, Toyota, Sharp, and Linksys, a division of Cisco. With offices in California and New York, they provide local service to their ever-growing group of marquee clients on both coasts.

Known worldwide as a firm that understands the North American market, RiechesBaird has partnered with many of top Asian companies, providing corporate brand positioning and strategy that allows them to successfully set themselves apart from the competition. Huawei Technologies USA joins, Toshiba, Toyota, Hitachi Consulting and Sharp – just to name a few – as Asian companies who have relied on RiechesBaird’s history of creating great brands and promoting them fearlessly.

Their success stories helped secure RiechesBaird’s inclusion in the “Top Small Agency” rankings by BtoB Magazine for the 11th consecutive year. In honoring RiechesBaird, BtoB Magazine noted that over the past year the firm added new clients like Huawei Technologies USA, Hitachi Consulting and ABM Industries, while continuing to work with existing key clients including American Airlines Cargo and Epicore Software. The magazine highlighted the firm’s online campaigns “Did You Know?” for American Airlines Cargo and “Promise of the Future” for Huawei Technologies USA, and recognized RiechesBaird’s launch of BrandingBusiness.com, an industry thought-leadership portal dedicated to brand strategy, brand development and brand engagement.

About RiechesBaird
RiechesBaird is internationally recognized as one of the premier brand development firms specializing in business-to-business branding. Our proprietary term “Branding Business” represents both the guiding philosophical essence and our practical approach to branding as it relates to business strategy and growth. Ranked by B2B Magazine as one of the Top 10 Firms for more than the last decade, RiechesBaird has helped organizations such as American Airlines, Constellation Energy, Sharp, Sage Software and Toyota build leading international brands. Privately held, RiechesBaird has offices in New York and California. For more information, please visit us at www.riechesbaird.com or check out our thought leadership at www.brandingbusiness.com, to learn more about branding your business. RiechesBaird can be reached directly at 949-586-1200 in California and 917-661-4842 in New York.