CLOUGH TAGLINE OPTIONS
This document provides a number of suggested taglines for Clough to consider. The tagline will
form one part of a brand concept. Culture, design, images, case studies and captions will also
deliver key messages.
These key messages should weave throughout all communication – internal and external. They
aim to reinforce ideas you want your stakeholders to hear and feel about Clough.
Key stakeholders:
1. Shareholders
2. Clients
3. Employees
Words that are “off-limits”
 Engineering
 Projects
 Dream
 Passion
The tagline aims to capture operational and functional aspects, as well as aspirational.
Latest suggestions from CEO:
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Pride and Performance
Relentlessly pursue excellence
Pursuit of excellence
CLOUGH TAGLINE OPTIONS
LEADING THE WAY
LEADING INDUSTRY EXCELLENCE
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People – direct relationship to investment to build capability – notably CEO appointment.
Suggests strong leadership, and empowers people to lead across individual projects.
“Excellence” signifies that Clough employs and retains high performing people.
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Shareholders – demonstrates strong direction, leadership capability, connotes a plan for
operational excellence and financial excellence (converts to ROI)
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Financial - recognises weaker financial performance in previous reporting period, but
suggests that Clough has strong leadership capability to improve financial performance.
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Operational – excellence connotes direct association to core business – project
management. Engages individuals across all levels of the organisation and encourages
them to lead in their role, project, career.
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Sustainability – positions Clough itself as a leader in the industry from a social /
environmental, could draw a link to creating engineering solutions that respond to
environmental and geographic challenges.
CLOUGH TAGLINE OPTIONS
DELIVER
ACHIEVE
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People – deliver and achieve have connote performance and results. Also suggests
structure, drive and achievement.
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Clients - connotes internal competency to perform – individuals / service form part of
Clough’s market difference and are the saleable asset.
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Shareholders – connotes delivering return on investment.
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Financial – delivering on financial performance.
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Operational – project delivery. Opportunity to link to “delivering innovation” for products.
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Sustainability – positions Clough itself as a leader in the industry. Draws association
with the competitive Contributing to Australian and international projects of significance,
creating engineering solutions that respond to environmental and geographic challenges.
CLOUGH TAGLINE OPTIONS
INNOVATION THROUGH INTEGRATION
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People – suggests consultants and project leaders are innovative and inspired to invest
and explore advancements in the industry, and apply this to client projects. Exciting
prospect for future candidates.
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Clients – leader in innovation, using the latest technological developments. Assurance
that Clough invests in innovative techniques and products. Integration also suggests a
smooth transition through project lifecycle (design/execute/maintain).
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Shareholders – breadth of service and product provision. Entry point could be at any
stage of the project lifecycle and on-selling through integrated services an easy
deliverable. Innovation suggests progressive company, with a point of difference –
suggesting growth on investment.
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Financial – smart investing in innovation and creative solutions suggests future benefits
– including eliminating waste and reworks.
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Operational – delivering innovative and creative solutions. Full service offering.
Suggests agile, flexible, smart approaches to all projects and ability to overcome
challenges.
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Sustainability – draws on innovation to respond to environmental and geographic
challenges.
CLOUGH TAGLINE OPTIONS
DIRECT > DRIVE > DELIVER

People – suggests consultants and project leaders are innovative and inspired to invest
and explore advancements in the industry, and apply this to client projects. Exciting
prospect for future candidates.

Clients – leader in innovation, using the latest technological developments. Assurance
that Clough invests in innovative techniques and products. Integration also suggests a
smooth transition through project lifecycle (design/execute/maintain).

Shareholders – breadth of service and product provision. Entry point could be at any
stage of the project lifecycle and on-selling through integrated services an easy
deliverable. Innovation suggests progressive company, with a point of difference –
suggesting growth on investment.

Financial – smart investing in innovation and creative solutions suggests future benefits
– including eliminating waste and reworks.

Operational – delivering innovative and creative solutions. Full service offering.
Suggests agile, flexible, smart approaches to all projects and ability to overcome
challenges.

Sustainability – draws on innovation to respond to environmental and geographic
challenges.
CLOUGH TAGLINE OPTIONS
PURSUIT OF EXCELLENCE
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People – suggest investment in people to engage top talent for organisation (highperforming people).
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Shareholders – excellence suggests high goals, high performing organisation, strong
processes and KPIs.
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Financial – provides direction for financial performance.
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Operational – excellence in project delivery and output. Suggests that the company
strives for excellence across all aspects of EPCM.
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Sustainability – positions Clough as driving business improvements across all areas.