In December 2006, German Gudmundsson (CEO and Esso Iceland and Bilanaust) announced the employees of both companies, the merger was going to happen. Various workshops were held to involve employees in the developing structure of the new organization, resulting in logical logistics strategy and increase the trust between members of different organizations. By April 2007, Gudmundsson and his team combined two organizations have created a new company name and new logo. On the day of the official launch, more than 800 people were expected to attend as Gudmundsson has introduced a new brand. Gudmundsson wanted to put a memorable speech that captured all the excitement and gave the right message, the brand going forward. - But was not sure what questions to address in words and concepts, it should emphasize, to create the right first impression of "Hide
by Ken Marcus, Gerard Seijts Source: Richard Ivey School of Business Foundation 6 pages. Publication Date: September 3, 2010. Prod. #: 910C19-PDF-ENG
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