Major rebrand set to transform Allu

Published 18/12, 2017 at 12:26

A major rebrand of Allu has 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 attributes of Allu equipment.

In 2016 Allu identified a problem. Although acclaimed as a leading material processing attachment manufacturer, the capabilities of Allu equipment could not be clearly explained to a global audience. 

To create a single brand with a clear, focused message, Armstrong developed the Allu ‘Transformer’ strategy and brand.

“Our core skill is technical translation of what our customers’ technology actually does. We then use this as a platform to develop a strategy, which forms the basis of communication to a global audience, thereby delivering a single strong brand identity,” said Armstrong director Daniel Owen. “Allu and its 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.”

The new Allu Transformer brand was launched at Conexpo/Conagg in Las Vegas this year. “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,” said Owen. “The reception from customers and the industry as a whole at the Transformer launch at CONEXPO was unprecedented. Allu is now informing us that they are experiencing real growth with the values and clarity of the Transformer playing a key part.” 

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