Gefen unveils new look and new business strategy
WORLD: Gefen has revealed a ‘strengthened and revitalised’ business strategy which features an enhanced product development process, a new go-to-market programme and a new brand and identity.
The restructured product development process uses a methodology of evaluation and rationalisation which determines product market suitability. This new process translates into a long-term roadmap which the manufacturer believes will provide customers with timely and intuitive connectivity solutions. Gefen states its new go-to-market programme will directly addresses the main concerns of resellers around the world. It includes a new rolled out universal pricing policy.
‘It all comes down to implementing criteria-driven programmes that ultimately allow everyone to achieve greater profitability,’ said Kevin Weiss, Gefen’s VP of global sales and business development. ‘We’re all in this together, and we all plan on being very, very successful in 2014 and beyond.’
The new logo was reportedly selected to more clearly reflect the direction in which Gefen is heading and according to the manufacturer is ‘just one example of updated branding and total solution deliverables’.
‘It’s no coincidence that we selected bold colours, mirrored across our sister companies,’ explained Tony Dowzall, VP marketing, Gefen. ‘When you partner with Gefen, you are at the gateway to a wide portfolio of solution offerings from other leading Nortek TSG brands such as TVOne, Magenta, Niles, Panamax and Furman.’
‘The catch was to integrate the solitary position of the Gefen company into Nortek’s Technology Solution Group (TSG),’ added Florian Goebel, managing director of Gefen Europe GmbH. ‘Strong brands do excel in staying up to date and remaining true to their own brand. For our customers, the new look is meant to symbolise the unification and simplification across all Gefen product lines.’
Gefen’s new logo and colours will be implemented in phases beginning with its website, collaterals and new products coming to market.