Johnson Matthey

Johnson Matthey is a global science and chemicals company with a focus on sustainable technologies. With a score of 9.37, it tops our charts.

The clarity, consistency and authenticity of the brand is impressive. The overarching brand idea, ‘Inspiring science, enhancing life’, is central to the organisation and closely aligned with all the other brand components. The verbal identity, which includes tone and messaging, also stands out as it is heavily influenced by the brand personality and consistently executed across touchpoints. The purpose statement, ‘For a world that’s cleaner and healthier, today and for future generations’, is also important to highlight. It is aspirational, overtly speaks to the company’s role in wider society and, most importantly, is embedded within the business strategy and sustainability framework. By assessing its value chain in close alignment to the UN’s SDGs, the long-term path to fulfilling its purpose is loud and clear. We see an opportunity to push the creative style further, but overall, Johnson Matthey has created a strategically sound, well-developed, holistic brand that is outperforming the so-called big names within the B2B field.