Establishing a single brand under the Entegris aegis
Entegris found itself at a crossroads one year after it merged with Mykrolis, creating the semiconductor industry's largest provider of solutions for protecting, purifying and transporting critical materials.
While retaining the Entegris name, corporate officials wanted to marry the brand values and reputations of the two entities without creating confusion in the marketplace.
Padilla Speer Beardsley guided the Entegris marketing-leadership team through a comprehensive brand-development process that included worldwide customer and employee research, competitive analyses, message development, and recommendations for business process improvements.
Today, with the new brand established, Entegris is building on its leadership position with a clear, compelling story that leverages the strengths of both companies.
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