Headline message
While “materials for a better life” remains our unique strapline, the underlying concept can be deployed as a headline message:
“More (brand feature). Better (brand benefit).“
In this structure, the first part refers to the “materials” or “services” part of the product offering, while the second part is a comparative (any comparative, not just “better”) that refers to the “better life” result that can be obtained when our materials or recycling services are used. The comparative brings a compelling advantage to the selling situation. This may work as a universal campaign concept for Umicore.
This construct can be deployed as a headline or as a title for communication materials or a campaign concept in advertising, literature and video presentations.
Layout
Layout of advertisements should follow our key principles, you may follow the same measurements as the cover page of brochures. Below you may see examples of full-page advertisements with the More. Better. headline message and without. When the context is more institutional or merely descriptive, use a more straightforward headline.
Advertisements can have a variety of unit sizes.
All advertising must be reviewed and approved by the Group Communications branding team before placement in media.
The “More (brand feature). Better (brand benefit).“ campaign concept can be also used on both front cover and back cover of brochures and on title slides of PowerPoint presentations.