By Jennifer Marley TJ Flood, SVP Marketing at Canadian Tire is the Overall Winner of...
A Mining Company That Truly Cares
Helping Dundee Precious Metals define their brand promise
Situation: For over 30 years Dundee Precious Metals had a long, storied history as an closed-end mutual fund. In 2003, the company transformed itself into an operating entity with the purchase of a copper gold mine in Chelopech, Bulgaria. Three years later another mining asset was added in Kapan, Armenia and in 2010 the company expanded globally into Africa with the purchase of a specialized smelter operation in Tsumeb, Namibia. While the company had developed a culture founded on Western values, the identity of the various units around the world remained fragmented – each had retained their original name and historical approaches.
Insight: Initially, Dundee asked Sklar Wilton to help design a new logo. Rather than ‘taking the order’, Sklar Wilton posed a simple question: ‘what makes you different from other mining companies?’ In discussions with key stakeholders of Dundee, it became clear that the unity and cohesiveness of a common brand identity offered considerable, untapped potential. Sklar Wilton started the journey by posing a simple question: What makes you different from other mining companies? Over the course of a one-day work session in Bulgaria, Sklar Wilton facilitated the senior team towards unanimity around their brand promise.
Impact: While this work became the foundation for a new logo, more importantly, the brand promise explicitly articulated for the first time, the approach that the company and its employees use in its dealings with its key stakeholders.
While this work became the foundation for a new logo, more importantly, it explicitly articulated the approach that the company and its employees use in their dealings with key stakeholders.
– Paul Proulx, SVP Corporate Services, Dundee Precious Metals