A brand consumers love
A brand is an idea that exists in the minds of our consumers. It is a collection of everything that our consumers know, think, or feel about our products. And it is this brand that builds a relationship; a bond between us and them.
At Clorox, we build brands consumers love. We strive not only to deeply understand our consumer — how she behaves, what she believes, what she wants — but also to help her understand us, with equal depth: who we are, and what we stand for.
We nourish this understanding in several ways. First, we stay relevant to her needs, because we truly know who she is. Second, we offer her a clear difference from other brands — because we have spent nearly a century in defining the brand we are today. And finally, we let her know she can always count on us, because we constantly remain true to our core values — and to hers.
In these pages, you will discover the nature of this long-standing relationship between us and our consumer … a relationship that over the years has come to stand for something far bigger than either of us alone.
This Guide is the story of our choices for the Clorox brand: choices about whom we want to speak to, what we want to stand for, and how we want to bring our identity to life. This is Clorox.