Nigel Budden on branding
From Q&A with Axalta's Nigel Budden · · ABRNmagazine
“We've worked hard to establish our corporate brand persona in front of stakeholders in a clear and meaningful manner, and while I hope not to do much more rebranding in 2014, we will focus on capitalizing on what we've put in place and rolling it out consistently.”
On , Nigel Budden, President of the Americas at AXALTA COATING SYSTEMS LTD, spoke about branding during Q&A with Axalta's Nigel Budden on ABRNmagazine.
About Nigel Budden
Nigel Budden, President of the Americas at Axalta Coating Systems, discussed the company's first year as an independent entity following its separation from DuPont Performance Coatings. In a September 2014 interview, Budden stated that the company exceeded its own sales expectations and launched new products while establishing its brand identity. He noted that Axalta renewed its sponsorship with Hendrick Motorsports for an additional three years, describing it as the longest-running sponsorship in NASCAR and a key expense the company aims to leverage for a strong return. Budden also addressed Axalta's partnership with Service King, one of the largest multi-shop operators (MSOs), which chose Axalta as its paint supplier. He said the company is closely examining the consolidating MSO segment. Budden highlighted investments including a five-million-dollar coating technology center in Wilmington, Delaware, and the introduction of products such as the Acquire Plus EFX portable spectrophotometer and the Spectrum Master design tool. He emphasized that Axalta's offerings extend beyond paint to include training centers, customer service, and support.