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09 November 2017

Major rebrand aims to transform ALLU

First publishedon www.AggBusiness.com
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ALLU Transform rebrand story.JPG
ALLU staff celebrating the rebrand earlier this year
A major rebrand of ALLU 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.”

In 2016 ALLU, which manufactures material processing attachments, identified a problem.

Although widely acclaimed as a leading material processing attachment manufacturer, it was felt that the capabilities of the ALLU equipment could not be clearly explained to a global audience, says Armstrong.

To create a single brand with a clear, focused message, ALLU engaged Armstrong to transform its identity, and following an extensive period of analysis and research, Armstrong developed the ALLU Transformer strategy and brand.

“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,” says Daniel Owen, Armstrong director.

The new ALLU Transformer brand was launched at CONEXPO/CONAGG in Las Vegas, USA, 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.”

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