Watlow® Introduces a New Brand Strategy Including a New Logo and Tagline
“Watlow’s purpose and vision is to enable our customers to thrive,” said Bob Moore, director of marketing communications. “Our new company logo reflects our commitment of providing best in class engineering expertise and leading thermal products that give our customers a competitive advantage. The new tagline, “Powered by Possibility” captures this sentiment perfectly and serves as a daily challenge to all Watlow team members to think beyond the constraints of today. The new logo and tagline together symbolize our unwavering commitment in being our customer’s most valued partner.”
Watlow spent over 18 months assessing its current position in the marketplace interviewing both customers and team members. Using that valuable data, the company developed a new brand architecture including the enterprise brand, which is represented by the corporate logo, tagline and emotional benefit, the sub-brands including the company’s business units and product portfolio.
“We left no rock unturned,” continued Moore. “We wanted to do this right. We talked with customers, team members and experts in the field. We know how important it is to understand our position in the market before undertaking a rebranding exercise. Knowing how our customers have traditionally perceived Watlow was critical in determining how we could best serve them moving forward. Our research confirmed that customers welcomed our desire to expand our brand and associated offerings through a deeper understanding of their applications. We are encouraged by our success within our strategic markets to date and are excited for the future of the company.”
Stop by Watlow’s booth number 2227 at POWER GEN® International and be one of the first to see the company’s new look.