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1995


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In 1994 Dana Mead, a decorated combat veteran and former West Point professor, assumed command of Tenneco, a conglomerate with a smorgasbord of brands and businesses but a narrower image. "Many people do not realize the range of our businesses and still think of us as predominantly an energy company" he said, "although only 25 percent of our revenues are in that area." To broaden this image, and to earn a new reputation as "a world-class industrial growth company," Mead led a comprehensive rethinking and rebranding. His vision: Tenneco would be "the first so-called 'conglomerate' truly managed as a macro-operating company, in which all the divisions share the same goals, values, business logic, and basic approaches."

The businesses were reorganized in four sectors (Automotive, Energy, Packaging, Shipbuilding). L&M designed a new wordmark, incorporating a horizon-arc, which would visually overbrand all units (one of which however retained its famous brand name... Newport News Shipbuilding). CEO Mead concluded that "We now look like a world-class company, and we look like one company, not unrelated businesses."

Also noteworthy -- Mead's acceptance of personal responsibility for integrity of the new brand. "I'm determined to make sure that it is supported at the executive level and that it is not diluted over time. As new acquisitions are made, new products developed, and new markets entered, the corporate-brand structure must be consistently supported, and my role is to see that this happens."  Tony Spaeth

Lippincott & Margulies 

Submitted by: Tony Spaeth, 29/03/2007
Status: Estimated by Tony Spaeth
Category: Conglomerate (diversified)
Country (HQ): United States