ANATOMY OF A MERGER
Nick Crofts came back with a bigger challenge.
We were asked to help merge one of our clients with its main rival. For years these two had been battling in the red ocean. Finally it was decided to stop fighting and join forces. Both were manufacturing glass fiber reinforced plastic pipe systems. To survive and prosper, the fighting had to stop. The two cultures had to join forces.
FUTURE WATER
FUTURE WATER
ANATOMY OF A MERGER
Nick Crofts came back with a bigger challenge.
We were asked to help merge one of our clients with its main rival. For years these two had been battling in the red ocean. Finally it was decided to stop fighting and join forces. Both were manufacturing glass fiber reinforced plastic pipe systems. To survive and prosper, the fighting had to stop. The two cultures had to join forces.
TWO POWERFUL BRANDS
COMING TOGETHER
Rethink
PUT DOWN A STRONG FUTURE VISION
We were asked to help his €350 million venture. A new name, strategy, positioning, vision, look and feel were needed. We started with the strategy. The two companies were obsessed with their own technologies. The ‘what’ they make. This strategy had underperformed for years.
Time for creative thinking.
We looked at their ‘core competences and core capabilities’. We looked at the buying process. What were their customers looking for. What are the major trends and how can we create and dominate our own blue ocean? Both companies had huge competitive advantages and basically all the pipes were delivering water in a sustainable cost effective way. Waste water, irrigation, drinking, and water for hydro power. The product had a useful life time of over 150 years! Way better than the 10-20 years of steel pipes.
TWO POWERFUL BRANDS
COMING TOGETHER
Rethink
PUT DOWN A STRONG FUTURE VISION
We were asked to help his €350 million venture. A new name, strategy, positioning, vision, look and feel were needed. We started with the strategy. The two companies were obsessed with their own technologies. The ‘what’ they make. This strategy had underperformed for years.
Time for creative thinking.
We looked at their ‘core competences and core capabilities’. We looked at the buying process. What were their customers looking for. What are the major trends and how can we create and dominate our own blue ocean? Both companies had huge competitive advantages and basically all the pipes were delivering water in a sustainable cost effective way. Waste water, irrigation, drinking, and water for hydro power. The product had a useful life time of over 150 years! Way better than the 10-20 years of steel pipes.
Refocus
POSITIONING AS FUEL FOR FUTURE GROWTH
Working closely with the CEO Nick Crofts we developed a rough outline of the new company. We developed a new positioning for the company. ‘Sustainable Water Solutions’. This will fuel their future growth.
Amiblu is the world’s largest supplier of GRP pipe systems and solutions.
Amiblu is the world’s largest supplier of GRP pipe systems and solutions.
Refocus
POSITIONING AS FUEL FOR FUTURE GROWTH
Working closely with the CEO Nick Crofts we developed a rough outline of the new company. We developed a new positioning for the company. ‘Sustainable Water Solutions’. This will fuel their future growth.
Re-energize
WORLD-WIDE BRANDING
A new name that works around the world is no easy task. We were looking for a name that reflected what our new company was all about. Not selling pipes but providing ‘sustainable water solutions’. The name should be modern, unique and attractive. And be happy in the blue economy. The process resulted in the new name Amiblu. We designed the logo, documentation, vision and mission. A new company was born!
Client Amiblu
Sector Water infrastructure & technology
Location Head Office Austria
Re-energize
WORLD-WIDE BRANDING
A new name that works around the world is no easy task. We were looking for a name that reflected what our new company was all about. Not selling pipes but providing ‘sustainable water solutions’. The name should be modern, unique and attractive. And be happy in the blue economy. The process resulted in the new name Amiblu. We designed the logo, documentation, vision and mission. A new company was born!
Client Amiblu
Sector Water infrastructure & technology
Location Head Office Austria
