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THE REPUTATION JOURNEY
Creating a New Brand from a 150-year-old company
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FROM AGBAR TO AQUALOGY
“From cold to warm,
from local to global,
from pure engineering
to public service”.
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PEOPLE PLANET
THE WATER WORLDUnequal distribution and difficult access to drinking water
GOALS DECISIONS
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WATER & PEOPLE
70% Human body
90% Human brain92% Human blood75% Human muscles22% Human bones
“A human can survive for a month or more without eating food, but only a week or so without drinking water.”
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WATER & PLANET
0.0001% of the whole planet’s water are drinking water reserves
www.calvert.com
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WATER & GOALS
MDG(poverty, diseases,
mortality, environment)
2013Water
Cooperation International
Year
1948Universal
declaration of HR
2010United Nations
Resolution
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WATER & CONFLICTSEvery person in the world consumesabout 150 liters of water a day for drink and cleanliness purposes
Between 2.000 and 6.000 liters of virtual water person/day
1 kg bovinemeat
14.000 liters of water
1 literof milk
3.000 liters of water
1 cottonT-shirt 4.000 liters of water
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BUSINESS MODEL CHANGEConcessions decrease
Worldwide crisis: uncertain economy
Anti-privatization lobby
Profitability backs away and theattractiveness to investment funds slows down
Opportunities in water
Development and expasion of new watertechnologies
Administrations and companies need to cut costs with efficiency increasement
A wide number of industries bet for saving water and establishing clean processes
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MODEL CHANGEConcessions decrease Opportunities in water
Water history in Europe and Latin
America
Water solutions for sustainable
development
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Industry
Agriculture City
Environment
Technology Consultancy Project/Design Construction Operations
AQUALOGY ADDS GLOBAL ANSWERS
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Successful trajectory as water manager
Born in Barcelona in the 19th Century. It serves water to million people in different continentsRests in excess in its most technical and cold side
Contributes to the quality of live and the welfare of people
FROM AGBAR…
Global brand with integrate solutions for water problems around the worldUnlocking the value of the accumulated knowledge
Pioneering in sharing solutions for sustainable management
…TO AQUALOGY
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QUALITATIVE STUDYAgbar / Aqualogy
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QUALITATIVE STUDY
Worldwide specialist in urban water services
Proffesionalism and solvency image in the industry
Complex. It embraces many small business
Engineers company. No closeness or sympathy towards citizens
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QUALITATIVE STUDY
It revives a sense of modernity
It is identified with information technologies and knowledge
It is seen as a warmer company with kindness in its mission
A still young company: slight knowledge degree
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COMMUNICATION PLAN
New corporate
culture
Transmedia plan:Dramanagement
GamesComic
…
Penetration-
Knowledge
Esteem-
Emotion
Leadership-
Internationality
Relevance-
Differentation
The brand is gradually assumed and well-known
Perception ofthe “soul” of the company
Consolidation asa global brand who embraces all local brands
The integrated offer is itsdifferential value
AqualogyBrand
AmbassadorsProgram
