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Creating Customer Value

Branding Gives a Voice to the New Nutrinova Innovation 

A brand can do wonders for a product, company or service.  Whether we agree or not, a brand speaks loudly about us.  A strong brand can help us communicate to the world what our product or service is. A brand can create a personal connection that is individual and special. With the right brand voice and message it can help us stand out and ensure that we are recognized and remembered for the value we bring.  

We are in the process of creating a brand for the new innovations in our food ingredients business, Nutrinova.  We created a name early on and then realized that it did not fully represent how we wanted our customers and the industry to see us. It didn’t send the clear message that the industry can…

Celanese Speaks

A “Brand” New Day at Celanese 

We are transforming Celanese in big and small ways. In just a year’s time, we’ve made changes that allow us to naturally act as one team working toward the same goals with passion and purpose.

Here are just a few of the things we’ve accomplished:

  • Created and shared a common vision and mission, building to Vision 2016
  • Established global sales, technical and manufacturing organizations
  • Streamlined work processes
  • Communicated better
  • Reinforced the importance of employee development and social responsibility

And while we’re changing a lot, it’s important that we retain past strengths while embracing the challenges and opportunities of the future.

Recently we began looking at how we could make our brand…

Celanese Speaks

Award Winning Sustainability 

At Celanese, operating our manufacturing facilities to make a positive impact on our communities and the lives of those we work is core to our vision.  

On April 23, Celanese was honored at the Association of International Chemical Manufactures (AICM) Responsible Care Ceremony in Beijing, China by receiving the Responsible Care Chairman Award.  Celanese won the Chairman award for its dedication and leadership in the area of safety, environmental protection and health to neighboring communities and the China Society.

Two weeks later, on the other side of the world in Miami, Florida, Celanese was…

Creating Customer Value

A breath of innovation in the energy industry 

Democrats, Independents and Republicans alike support a bill being re-introduced in the House today. It’s the Domestic Alternative Fuels Act of 2013 that, once passed, will push America closer to energy independence.

This act modifies the outdated Renewable Fuel Program of the Clean Air Act to allow domestic alternative fuel, such as natural gas, to be used to satisfy a portion of the required applicable volume of renewable fuel. Passing it is Congress’ chance to fix the error they made in 2007 when they…

Celanese Life

Walk for Wishes: A Family Outing 

This time last year, moving trucks were relocating 300 employees to Las Colinas. However, my son and I were busy doing more important things, participating in the 2012 Walk for Wishes 5K. As we ran past the Urban Towers we waved at the C-ball logo and the new tenant sign welcoming Celanese to the neighborhood. We even saw a few of the trucks making their way around the race.

When I heard that Celanese was sponsoring the Walk for Wishes this year, I was excited to see what had become a personal family tradition for me was now going to be an opportunity to interact outside of the office with my…

Celanese Speaks

Brazil: The Rising Star of South America 

I recently returned from Brazil where I was sharing Celanese’s Vision 2016 business strategy with my Celanese colleagues, and I felt compelled to share my experiences about my visit to our facilities there.  I have a deep fondness for Brazil. It may be because I lived there in the late 1990s for three years, or more than likely, because my wife is Brazilian.  Through her and her family, I have come to know the people and culture of Brazil and am always happy to have a chance to visit and spend time with our Brazilian employees. 

Brazil is a country with great business potential and is bursting with pride these days as it plans for the 2014 World Cup and 2016 Summer Olympics.  These events, combined with significant finds of oil and natural gas, as well as being one of the leading emerging global economies, translates into…

Celanese Speaks

Top Ways to Maximize Your Linked In Experience 

Taking just a few steps on Linked In can greatly benefit your job and career. Work your way thought this list and you’re well on your way to using this social media tool to your advantage:

  1. Complete your profile.  Fill in your background summary, current and previous positions, your academic backgrounds and contact information.  Kudos to those who add more information such as professional honors, organizations and certifications.
  2. Add a photo. No one wants to be the one with a shadow outline for a profile photo. Add a professional photo, without…
Celanese Life, Celanese Speaks

Paying it Forward 

I was recently asked to speak at the Women Chemists of Color in Industry Symposium at the Spring American Chemical Society (ACS) meeting in New Orleans. This request caused me to reflect on the theme  “Pathways, Progress, and Outlook on the Future, for Women of Color” and what it means to me and my career path.   The goal of the ACS Department of Diversity Programs is to “advance diversity and inclusion in the chemical sciences and increase the representation of underrepresented minorities, women, younger chemists, and chemists with disabilities into the science field.”  This vision speaks to me in many ways as it provides opportunities to cultivate a diverse community and environment in the chemical industry.

My pathway to chemistry was simple, I became interested in…

Celanese Speaks

Using Linked In to start or strengthen your connection with Celanese 

If you’re active on social media you may have noticed that Celanese has amplified its presence on Linked In with a refreshed company page and a more robust special interest group, Celanese | Current and past employees.

The refreshed company page is the go-to for information on open career opportunities at Celanese sites around the world.  Additional information includes background on the company’s strategy, areas of focus and significant corporate announcements.  Benefits to clicking on the “follow” button include…

Celanese Speaks

We prefer objective miracles 

We’ve all been there….a moment with our customer, our R&D, or our business manager where they put their foot down and just say “Yes, I understand this product works…but why does it work!?”  I’ve been told I’m not to use the mechanism described in the well-known cartoon by S. Harris to explain “how it works” anymore…

Celanese Life

China through the eyes of Celanese, or when you are not a foreigner anymore 

I’m writing you from China where I’m first known as a foreigner, then a Westerner, then perhaps a Mexican and, if lucky, as Adrian. I don’t consider this good or bad, it’s just the way it is. As any other country, China has its own cultural nuances.

Years ago, when I got my first full-time job after law school, Celanese exposed me to the idea of thinking — and acting — globally. That was such a revelation. Until not too long ago, Mexican branches of…

Creating Customer Value

Improve Impact Performance of Thermoplastic Composites in Auto Applications with Glass Tape 

Most auto makers feel the strong pressures to reduce carbon emissions and improve fuel economy for passenger vehicles and commercial trucks throughout the world.  The interest and use of composites by transportation OEMs is growing. As a result, composite material suppliers are working hard to improve thermo-mechanical performance, increase processing speeds, reduce part mass and costs and enhance surface aesthetics with fewer post-mold operations.  Generally, they want to make it easier to position composites against high-strength steel and aluminum. 

Last year, a study conducted by European and American organizations looked at…