Change of name to ALLU Transformer aims to deliver stronger brand identity in material processing market
A MAJOR rebrand of ALLU, which was launched at this year’s Conexpo-Con/Agg exhibition, in Las Vegas, is said to have helped deliver impressive results for the Finnish-based engineering company. The development of the ALLU Transformer brand and strategy was undertaken by UK industrial marketing agency Armstrong ‘to accurately portray the true attributes of the ALLU equipment’.
Although widely acclaimed as a leading manufacturer of material processing attachments in the market, ALLU believed the unique capabilities of their equipment were not being clearly explained to a global audience.
To create a single brand with a clear, focused message, ALLU approached and commissioned UK-based Armstrong to transform their identity and, following an extensive period of analysis and research, the new ALLU Transformer strategy and brand was developed.
Armstrong director Daniel Owen commented: ‘ALLU and their customers knew what the equipment was capable of, but the essential message was not getting across. From our research, we identified that the ALLU equipment literally transformed material into something that is valuable.
‘It’s obviously too early to tell how successful the Transformer brand will be, but the first signs are way above our expectations, with Las Vegas being the perfect stage for the launch. We are now working on the ALLU brand architecture and associated technology brands, which will strengthen the entire portfolio and reinforce ALLU’s market position.’