Binswanger Launches Corporate ID Without the CBB

David Binswanger, president of the Binswanger Cos., says the strategic alliances served the company well in creating a strong international presence and in providing for competition on a global scale. "However, the fact that we highlighted different brand names in different parts of the world, based on their historical value, ultimately became more confusing than beneficial." He tells GlobeSt.com the change is unrelated to the closing of Chesterton's operations in the UK this March.

"Our plans have been under way for more than a year," he says. "The Chesterton brand is continuing in other parts of the world, but we've been working hard and had already established offices with our own people in London and in Europe, Singapore and China. Other than China and India, most of the Asia operations were put together by Binswanger."

Regarding the Blumenauer affiliation, Binswanger notes that Germany-based Engels & Voelker acquired it several years ago. "While Blumenauer had a recognized name in Europe, it was no longer trading as Blumenauer, so the brand was causing confusion. Our mission is to create a centralized structure and a more unified and consistent global presence."

Integral to that mission is "Binswanger Available," an internal system that tracks every company transaction worldwide and allows Binswanger people to immediately access information on any property the company has been or is currently involved in. "This is an industry first," he says. "It allows an employee to take a picture of a building in Jaguariuna, Brazil and put it in a database where it can be accessed immediately in Mumbai or Boston." Meanwhile, "Project Connect," which allows clients to manage work across geography, cultures and time zones, "has been significantly enhanced."

Of current global activity, he says, "we're doing an awful lot in Latin America," and names Kraft Foods, Intel, Exxon Mobil, and Kodak as recent clients. "Like everybody," he adds, "we're seeing major opportunities and growth in Asia and have recently done business for Rohm & Haas and L'Oreal there."