Mike Kontranowski, VP of Marketing, realized that while Hufcor was identified as a leader in a couple of fields, the marketplace was not aware of the breadth of services the company offered.
“We wanted to find out what people knew about the company. Our existing customer base of general contractors, designers, and architects knew us as leaders in just operable wall panels for conventions and hospitality,” he said
“They weren’t as knowledgeable about our custom work, our engineering expertise, or our glass wall market. Most didn’t know, either, about the logistics arm that can save time for general contractors with regards to products delivered safely, on time, and under budget.”
“From the beginning, it was very apparent our employees—everywhere around the world—have a tremendous amount of pride in our solutions,” Flanagan said. “But as a company that has been around for over 100 years, sometimes you lose track of communicating with the market on what you have done and what you can do.”
This realization led not only to the creation of Kontranowski’s role, but also the foundation for Hufcor’s rebrand. Several different initiatives have been put in place—both for internal and external communication—to strengthen the brand.
The new look and image has already sparked new interest for Hufcor in the industry by freshening up the brand and customer’s knowledge of the brand in the marketplace.
“When you have a company that is as old as Hufcor, you want customers to acknowledge your past, but to also focus on the next hundred years,” said Kontranowski. “Timing is critical: this new strategy by our new management team can help answer the question of what Hufcor can do to have more impact. We’re all excited for the clear path for growth and continued success.”
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