Eastman is a specialty chemical company committed to improving the lives of people around the world in a material way.
In order to fulfill its effort to steer a sustainable product portfolio, Eastman wanted to reinvest in its cellulose acetate yarn business, a technology that was invented back in 1930. The challenge was how to tell the story of cellulose acetate to a textile industry that had changed dramatically over the last 90 years.
Learn how to:
- Champion the voice of the consumer in a large, cross-functional organization (made up primarily of chemists)
- Leverage the voice of the consumer in branding campaigns for products going into new markets
- Position yourself as a consumer thought-leader within your organization and the industries your companies may serve