Moving Beyond the Bond with LOCTITE®
How we’ve transformed a product-first brand into a value-first movement for B2B brand Henkel Adhesives
Technologies (LOCTITE®) with a full-funnel brand refresh consisting of +700 assets.
An adhesive mastodon awakens
For over 140 years, Henkel, a pioneering chemical business, has continuously evolved, introducing ground-breaking industrial solutions to become a global leader in adhesive technologies – mainly through the iconic LOCTITE® brand, which offers reliable industrial adhesives to B2B customers in just about every industry on Earth.
Coming up with a new promise to the world
LOCTITE® delivers so much more than adhesives, but the industrial world wasn’t fully seeing that. This led to creating a new brand-defining promise to ensure the target audience knows the full value of LOCTITE®, including unmatched expertise, innovation, partnerships, and sustainability, capturing the unseen impact of their products and services.
We named the baby: Beyond the Bond.
A promise that speaks to the hearts and minds of industry professionals
The comprehensive asset list includes a stunning hero video introducing the promise to the market, proof videos, testimonials, banners, articles, SoMe assets, Instant Experiences, and everything else you would expect for a global B2B brand refresh
All in all, it was always about balancing the human touch with a strong legacy of strong, reliable product proof points, balancing emotion and reason in a B2B context.
A not-so-classic brand refresh origin story
The Beyond the Bond brand refresh is driven by an integrated strategy that combines brand storytelling, customer empathy, and strategic enablement.
Strategic architecture
We segmented the campaign into three key stages of the customer journey – Awareness, Consideration, and Decision. This approach allowed markets to tailor content deployment based on local buying behaviors while maintaining global brand consistency.
Balancing emotion and reason in a B2B context
We reframed the LOCTITE® narrative to include both emotional and rational value drivers. Beyond the Bond emphasizes not just adhesive strength but also the human expertise, partnership, and sustainable innovation that surround it.
Cross-functional collaboration
The Henkel MarCom team worked closely with product managers, sales, application engineers, and the creative digital agency Frankly to co-create messaging. This ensured that Beyond the Bond reflected real-world value, not just marketing language.
Multi-audiences mean multi-channels
Multi-audiences meant we needed a multi-channel approach – and so, we created more than 700 assets to reinforce the LOCTITE® brand story in every touchpoint and build incentives to keep converting throughout the journey.
Results and goals…
The brand refresh launched recently, and data is still being collected. However, based on feedback from LOCTITE®, noteworthy achievements already include:
Unified global brand narrative: We successfully developed and deployed a global platform that reframes the LOCTITE® value proposition. Beyond the Bond is now embedded across global markets, helping unify internal teams and external communications.
Customer-centric campaign architecture: The campaign strategically mirrors the customer journey – dividing content into Awareness, Consideration, and Decision tracks – resulting in a highly modular and adaptable set of assets.
Internal cultural shift: Beyond the Bond has sparked a cultural evolution internally, empowering Sales Reps, Engineers, and Service Teams to think and speak more holistically about the value they deliver. It has also reignited internal pride, reminding our people that what we offer goes far beyond the bond itself.
So, to sum up
What makes this unique is how we’ve transformed a product-first brand into a value-first movement. Beyond the Bond is not a campaign – it’s a promise to the B2B market and a mindset for every LOCTITE® colleague. This duality is our greatest strength – and our proudest achievement.