The new Bayer brand experience: Dive in and learn to unleash our full brand potential

The Bayer brand is global, comprehensive, and multifaceted. It represents everything we do. But it’s also easier than ever to immerse yourself in. A new scroller tells the story of the Bayer brand in an engaging, interactive manner – with a few surprises along the way.

Our brand story, told in a new way

The Identity Net is full of content helping colleagues and external partners explore the Bayer brand world or learn new facts about the brand. But now, there’s a new resource giving you an overview of the brand – in a single page!

The brand story scroller is live now. In one long page with a few sections, it gives you a way into the Bayer brand world, in just a few minutes.

Delve into this new resource and you will find key information and insights covering how our brand relates to our mission Health for all, Hunger for none; the elements of our brand model; what our brand and personality stand for in the eyes of customers and partners; the unity, trust and resilience our brand delivers; and how we take its values into the real world and make a difference.

Plus, there are some little-known facts, tips, videos, and links on where to go next. 

New resource meets new branding needs

Although there are many brand-related resources available to Bayer colleagues and partners already, this is the first time an interactive scroller page like this has been produced. And it’s the perfect time for it, too.

Why? Firstly, because there’s more than ever to our brand. It relates to our visual and sonic identity, how we speak, how we act, and the values we hold. But it’s still important that we can understand our brand as a whole, not just as separate elements. A punchy, powerful all-in-one resource helps achieve this.

Furthermore, as Bayer readjusts itself to become an entirely mission-led organization, resources like this long-scroller take on greater importance. It ties our brand to our mission and impacts. And it makes the brand more real.

Why it’s worth checking out:

• It’s a brand resource that lives up to our brand values! It’s dynamic, engaging, and people-oriented – just like we are

• Instant appeal meets detail. The format gets everything across in a single page – but it’s still not afraid to dive deeper where it’s needed

• Even if you’re already very familiar with the Bayer brand, the scroller has something for you – such as extra aspects or facts that may surprise you

• We can use it externally to onboard partners into our brand, since they can access it on the Identity Net too

How everyone can access the brand story

The Bayer brand is for everyone – and so, we’ve made the brand story scroller easy to find and explore for colleagues and partners. Plus, there’s a public link so external parties can read it too.

The link has been added to the login pages for the Identity Net Brand Portal and the Media Pool – so you can see it even before you sign in. The brand scroller is experienceable by everybody. The access is not restricted. Be open to share the link to relevant target audience.  

Don’t forget – the Identity Net can be for the right external partners as well as for Bayer colleagues. If you are working with someone who needs access, you can direct them to the registration page where they fill in their details and reason for access, and give the email address of their ‘Bayer sponsor’ who will approve the application.

While you are doing so, please direct them to the new brand story page too, to kick off their Bayer brand journey instantly! 

The Global Brand Management Perspective