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Network / IP - News

Gallagher simplifies brand structure to become a global technology brand

Published on 11 July, 2011
 gallagher logo
 Gallagher maintains a strong foothold in the agricultural sector
Recognised as one of Waikato's most successful businesses for over 70 years Gallagher has maintained a strong foothold in the agricultural sector. But increasing opportunities in the global security market with major technology developments has driven a repositioning of its future business strategy and brand identity.

The decision - Advance the company as a global technology brand under one brand: Gallagher. With initial research and funding assistance from New Zealand Trade and Enterprise, the Hamilton based company with over 1000 staff worldwide has aligned all business units and market products under one name, Gallagher. Deputy CEO, Steve Tucker says for market consistency Gallagher had to move away from the many brands in its stable.

"We were divisionally structured with Security Management Systems, Animal Management and PEC Fuel Pumps and each division owned various product brands. It encouraged individuality between divisions and sub-cultures within our organisation. Most importantly our customers were confused about who we are and what we stand for."

But what does the single brand mean for the external customer and Gallagher partners?

"We're moving to a clear and simple brand structure which shows we all work for the same company. We're enhancing each other's message instead of diluting it. We have transitioned our global website and our emails to reflect the single brand. Our website is now Gallagher dot co and everyone's email address is at Gallagher dot co." Steve Tucker admits for many staff, the change has been challenging.

"They have identified with individual sub brands for nearly 20 years but a brand is more than just physical things or logos. For a brand to survive it has to be part of our everyday culture and our work environment to ensure we deliver on the brand promises we make."

He says this is what they call doing things "The Gallagher Way."

"We are a family owned business - the colour orange is in our DNA. It's the ‘Why' and ‘How' we do what we do each day. Our

We are a family owned business - the colour orange is in our DNA. It's the ‘Why' and ‘How' we do what we do each day. Our staff play a huge role in the success of the company's growth and they are key to our future
success they show everyone How we do it the Gallagher Way."
 

staff play a huge role in the success of the company's growth and they are key to our future success they show everyone How we do it the Gallagher Way."

"At a company level we think of the brand the same way we think about our staff because at the end of the day a company is just the sum of its people. We know we have a team with a clearly defined passion and a desire to share this passion with others." "These people make an impact, stand out, develop followers, and go on to achieve great things all because they have a why and a how to what they are doing every day."

He says there have already been a number of operational changes on-site to accompany the new strategy.

"Our implementation of lean manufacturing is an example of coming up with brilliant ideas delivered simply while our R&D teams have redesigned their work environment to improve team collaboration and communication."

"At Gallagher we want to redefine what's possible for our customers. Our products allow them to do things they didn't think possible, to add new value to their business, and to create new opportunities."

"We know it will take time to identify and close any gaps but our staff are committed to being part of the solution - especially when we're doing it the Gallagher Way."


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