Chevron Texaco Global Lubricants
In this enormous and ambitious project, Master-McNeil addressed the naming architecture issues of Chevron’s $4B Global Lubricants business. The existing situation was complicated by decades of local brand and descriptor name variation, by region (North America, South America, Europe, Middle East, Asia) and even by country. The recent merger with Texaco, which offered its own parallel product line in these same geographies, provided further complication. Our architecture project, which addressed over 100 products resulted in increased understanding of how to bring the two companies together; product line simplification; and the establishment of naming protocol and rules.