GET has unveiled a new corporate identity in a bid to boost its profile.
The wiring accessories market is worth an estimated £300m. GET’s turnover in the year to August 2003 was £73m – with 90% coming from accessories. The company wants its brand perception to reflect its sizeable market share.
Chief executive Lance Joseph says GET’s image is not helped by a common misconception: that it is “merely a distributor shifting boxes”.
In reality, the company manufactures much of its stock at factories in China, where it has a 1.8m-square-foot plant opening this spring. Joseph hopes the new facility will further its ambition to provide the accessory equivalent of “a Ferrari at Honda prices”.
With a broadening product offering, the increased production capacity will play a vital role – especially as the company quotes 100% availability, according to group commercial director Gerry Barnett.
Also crucial, says Joseph, is product design that puts the contractor first. He says every GET product is designed to make the contractor’s life easier and believes the new Ultimate screwless flat plate is a strong example.
To ensure brand clarity, the company has brought all of its product ranges under the GET banner. All packaging will now carry the new logo. The new product catalogue, with three clearly defined areas – GET Light, GET Connect and GET Air – illustrates the company’s intentions.
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