In 2016 Allu, the world-leading manufacturer of material processing attachments identified a problem. Although widely acclaimed as the leading material processing attachment manufacturer, the unique capabilities of the Allu equipment could not be clearly explained to a global audience.
In order to create a single brand with a clear, focused message, Allu engaged UK-based industrial marketing company, Armstrong, to transform the Allu identity. Following an extensive period of analysis and research, 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,” added Daniel.
The new Allu Transformer brand was launched to critical and customer acclaim 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 Daniel.
“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,” said Owen.
