Techron needed a branding refresh for their aftermarket fuel additives that are marketed globally. They looked to ClearRiver to develop a descriptor and positioning statement that resonates with customers and is true to the brand. We were also asked to do a major overhaul of their existing brand guide. We worked closely with the Fuel Additives Global Brand Manager to create new content and guidelines (about 80% new) for a better-structured and easier-to-digest 60 page brand guide.