Q&A: Axalta's Michael Bennett

Axalta Coating Systems, a leading global supplier of liquid and powder coatings, recently rolled out a new corporate brand identity that captures the scope of its business around the world. Michael Bennett, Axalta’s North America Marketing Director, spoke with ABRN about the rebranding effort and what is ahead for the company.

ABRN: What is the purpose behind the Axalta Coating Systems rebranding effort?

MB: As we are becoming a freestanding company out of DuPont, we wanted to properly define who we are now, not only for employees, but also for customers — what the strengths are of our company and what we’re gong to be as we move forward. Internally, it helps with decision making. It is an affirmation to our customers about what we are continuing to be going forward. It is both for internal guidance and external communication.

We’re still the same company in that we have all the same people, products and training, but since we are no longer tied to a larger corporate entity, our new identity helps show how we are going to be different and act different in the marketplace now that we are focused 100 percent on coatings.  

ABRN: How is this effort being communicated to collision and body shops?

MB: We’ve spent a lot of time and effort communicating to employees what this means and providing them with information — short videos and extensive marketing materials — so they can communicate it to customers. We are spreading information through NASCAR and linking our product brands to the corporate logo across a broad avenue of mechanisms. In addition to our product websites, which are still undergoing rebranding, we now have a new corporate website at axaltacoatingsystems.com.

ABRN: How does Axalta work to help shops improve productivity?

MB: What is clear from our perspective is if we are able to make our customers more successful, we will be more successful. This extends from products that we offer — Standox, Spies Hecker and DuPont Refinish. For example, Standoblue from Standox is our newest version of waterborne, and we help customers cut cycle times through the use of this technology. The productivity is built right into the product. Both the products and services we provide to the customer are designed to assist in their productivity.

ABRN: In terms of the refinishing segment, what is ahead for Axalta? Any major market or product changes to come?

MB: We have a few new releases. As far as the product brands that people are used to — Standox, Spies Hecker and DuPont Refinish — the actual products will all remain. We will go through a renaming and rebranding of DuPont Refinish product line, so the name and look for the packaging will be different, but the products remain the same.

We have a lot of new products that will be coming out to the market to help our customers achieve what they need. Both new regulated and non-regulated products will be coming out very soon. Our products will stay; the names may differ, but our quality is not going away. As an independent company focused solely on coatings products, we’ll be more responsive than ever to listening to what our customers want.