Strategy: Working with communications agency Eric Mower & Associates, Nucor launched a full-scale rebranding campaign targeting C-level executives. The campaign messaging focused on differentiating Nucor as a company that is innovative, well- run, environmentally responsible and all-American. Ads ran in the print and online editions of BusinessWeek and The Wall Street Journal. The company supported the campaign with aggressive public and media relations efforts, internal communications and specialized trade publication ads.
Results: Unaided brand awareness for Nucor increased 85%, and the company’s overall corporate reputation increased 35%.