Dow does it the right way ...

Advertising Age - Rance Crain - Dow's Corporate Ads Have Great Chemistry, but Will Respect Follow?
The "Human Element" push, now a year old, has boosted Dow's brand-equity rating, as measured by Core Brand, 25%, but here's how Dow's CEO Andrew Liveris reckons the campaign will be successful: when a Dow employee in a bar anywhere in the world can tell the guy next to him where he works and get the response, "Oh, Dow. That's good."