Special Verve Edition
03 October 2018
Sustainable dissolving wood pulp for a thriving world
Enthusiasm, vitality, vigour, energy. Summarised in one word, verve. These are all characteristics of our approach at Sappi. It’s also a tting way to describe one of our key products that align with our goals
as a business – diverse, sustainable, committed to growth and adding value to our customers.
For the rst time, Sappi’s existing range of dissolving wood pulp (DWP) products has been given a brand name, Verve. It’s a name that represents life, fervor, passion and strength.
In the past, products sold by Sappi have remained unbranded and industry generic names have been used as product names. With this new dissolving pulp product brand name, we are creating a very speci c identity within the DWP market. To give a name is
to give life. A name allows for an immediate association of character, ideals and what something stands for.
03 October 2018
Sappi is an industry leader in the dissolving wood pulp market and our products have become synonymous with outstanding quality, service and the sustainable sourcing and processing of wood bre. We currently supply 16% of global DWP demand from three of our operations, Sappi Saiccor (SSA), Ngodwana (SSA) and Cloquet (SNA) Mills. Collectively, we currently produce close to 1.4 million tons of DWP product a year – with further capacity investments underway. This makes us a signi cant player in this industry segment.
A brand is a differentiator
“To investors and shareholders, a brand is
a tangible differentiator,” says Sappi CEO Steve Binnie. “Verve gives recognition to our DWP products and the value we offer to this market. It represents Sappi’s commitment to the entire value chain – from brand owners through to the cellulosic bre producers.
It shows a commitment to producing a natural bre from sustainable and renewable resources, and a pledge to the three pillars of sustainability: people, planet and prosperity.”
Our dissolving wood pulp is derived from sustainably managed plantations and forests and is used to meet a diverse range of global needs – from textiles to industrial and pharmaceutical applications. The majority of our dissolving pulp is consumed in the cellulosic bre industry, where pulp is converted through the value chain to yarn and ultimately textile garments.
Look out for more information about Verve in printed format and online. Branded oor decals, banners, a product brochure, feeds on social media and our Sappi website are all part of the roll-out communications plan. Like, share and help us to spread the news.
Sustainability is becoming increasingly important within a brand promise. For Sappi, as a responsible corporate citizen, it is not just a commitment to environmental sustainability, but to creating economic value and the upliftment of people and communities.
Sappi’s global dissolving wood pulp (DWP) operations are:
Saiccor Mill, KwaZulu-Natal, South Africa
With a current capacity of 800,000 tons a year of sulphite DWP, Saiccor is the world’s single largest manufacturing site for this product. A further expansion is underway to add increase DWP production capacity of 250,000 tons a year.
Ngodwana Mill, Mpumalanga, South Africa
This mill started producing prehydrolysed kraft DWP for global markets in
2013. The DWP produced here is sourced from 100% eucalyptus hardwood sustainably sources from suppliers near the mill. A further investment has added 50,000 tons of DWP production a year.
Cloquet Mill, Minnesota, North America
It is the most modern pulp mill operating in the US. Cloquet can swing production between coated woodfree graphic paper, bleached chemical pulp and dissolving wood pulp thanks to a conversion in 2013. A further 30,000tpa of DWP will be brought on line in 2019.
03 October 2018
Verve:the what and why answered
Why brand our DWP product now?
Branding our DWP product makes good business sense. Brands have value and serve as ‘identi ers’ – in terms of the products a company offer, as well as the factors around those products’ brand ethos and what they represent.
Bernhard Riegler, Vice President Marketing for Sappi Dissolving Wood Pulp explains: “More and more, the industry and markets in which we operate are demanding products that are sustainable and that provide clear credentials to that sustainability claim.
Notably, the viscose industry has come under increasing environmental pressure about their processes. A tremendous amount of waste is generated, from the procurement of raw materials through to production.
Verve provides Sappi with a differentiator that stands out as sustainable and responsible across the value chain.
“At Sappi we have always known we have something special in our
dissolving wood pulp products. They are of outstanding quality, underpinned by a good sustainability story,” says Bernhard. As a bre produced from natural and renewable resources, Verve provides the value chain with a sustainable choice – not only within the broader textile sphere, which includes cotton
and polyester, but as a preferred choice within dissolving wood
Bernhard Riegler, VP Marketing, Sappi Dissolving Wood Pulp
03 October 2018
Why is a brand important?
A strong brand is a key differentiator. A strong brand is a promise made and a promise kept.
Think of your own buying habits. As consumers we often favour certain brands and the messages they represent – even if it means paying more – because
we believe in the name and we trust the quality of the product. Knowing that it is sustainably sourced and manufactured, add to product’s desirability.
Therefore, strong brands ultimately lead to greater demand and higher premiums on pricing.
“Branding also provides
a platform to get certain messages across,” says Bernhard. “The brand
and message come to represent all that a product and a company stand for.
It communicates not only intrinsic product attributes, but also the aspirations and values of that particular business.”
What is the value of a brand?
A brand’s impact on a company’s bottom line is real. A brand is a relationship that creates and secures future earnings by growing customer preference and loyalty. It is globally recognised that many well-known brands have notable monetary value, and as such are often listed in a company’s nancial statements.
A good example is Coca Cola. Let’s say this company decide to sell their plants, contracts and recipe. They would certainly be paid a signi cant amount of money. However, if they chose to sell all of this, plus rights to the brand name, Coca Cola, the return would be much higher.
The value of Coca Cola’s brand name (no assets, just the rights to the brand name) is estimated at US$79.2 billion. The value of the Apple brand name is almost US$100 billion. These gures alone demonstrate how important branding can be, and the value it holds for a company.
Brands carry tremendous value in terms of money and demand for customers across the value chain.
How did we decide on a name?
Bernhard explains, “During the naming process we excluded all industrial names and any link to the dissolving wood pulp sector. Therefore, names with the words ‘wood’, ‘cell’ or ‘ bre’, for example, were all dismissed.
“We then approached various stakeholders, including creative agencies, for suggestions of a name that conveys a concept, a passion or emotive idea. We wanted to nd something unique and different, which can be visually expressed. A name that could be aligned with our ideals for the brand (such as passion, vigour, stamina and energy – all words with positive emotive connotations).”
Well over 100 names were considered. A nal shortlist was compiled and checked for trademark registration to ensure that the name has not already been registered as a brand in the category targeted by Sappi.
Out of this shortlist, three names were presented to a Sappi panel, with Verve by far the name most favoured.
Why the logo colour purple?
Madelaine Fourie, Group Brand Manager, explains: “The colour of the Verve logo is a purple – a lively colour that represents the concepts of ‘vibrancy’, energy and a ‘thriving’ product segment, as re ected by the name.
The particular colour is not used in any of our other product segments – therefore adding to the brand differentiation that we strive for. In line with our One Sappi approach, the name Sappi and the brand name Verve, will be combined into the logo – hence Sappi Verve.”