This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at Walter anuncia su gran cambio de imagen

The multinational fuses the image of its three brands by creating a corporate logo only to help create impact in the market

Walter announces its large change of image

David well28/11/2008

With the idea to continue to be more than just simple suppliers to their customers, Walter launches one of his more ambitious plans, a complete change of image, in order to show the market that it is a unique company. David Sanz, Director General of Walter at Spain, and Mirko Merlo, Vice President, Walter Ejecutivo, explained the strategy at the official presentation of the last September 10.

The new logo merges the three colours of the company: green, red and yellow.

A new corporate logo with a picture to submit a form unified in all the countries in which currently Walter is present. This is the goal of a company that has doubled its turnover in the last five years and that starts a strategy in search of a new figure: 1 billion euros in turnover in 2010.

New phase with new requirements

The merger in a single organizational structure won't be at odds with the maintenance of some brands (Walter, Walter Titex and Walter prototypes) that will continue to exist as such, according to their own multinational what you want to carry out is a corporate development while maintaining the relationship marca-producto. Walter Titex will continue to be the mark of drilling, while Walter prototypes will of milling with integrated tools. Nor is waiver technology brands of the company, the so-called Tiger (Tiger-tec, tec-Xtra, X-treme, XD Technology, Paradur and Protostar).

The three corporate colours of the company will continue to be part of the new image. Walter, represented by the colour green, Titex by red and prototypes by yellow, maintain its presence in the new logo. "Creates a new corporate identity, but maintaining a fundamental basis as are the three colors, which identifies each of the brands", said David Sanz, Director General of Walter in Spain during the presentation.

According to Walter's Executive Vice President, Mirko Merlo, each of the companies began with his specialty in a niche market, and the successive mergers have served to develop the techniques. Now in the new stage Walter wants to be leader in competition. "There has been a change in the type of client." He demanded before a certain tool at a certain price, now paid by piece and calls for a guarantee of operation. "And the same quality is being given to any company anywhere in the world," adds Mirko Merlo. "Walter presents a brand that aims to create impact in its customers, conveying the idea that the innovations of the company can give force partners to create." "We don't believe that we are a company of tools, but the company's tools for machining".

"We don't believe that we are a company of tools, but the company's tools for machining"

A long process

The process that concluded with the presentation of the new brand comes from afar. In 2004, Walter began to join the structures of the three brands in the India. It was the seed for a project which then headed by adding other countries such as United States or France, and now ends with the implementation in all countries where Walter works. In Spain began to work in the final Union recently, but the good harmony between the three marks the final Union has made easy. If some are clear leaders of Walter is that the process must be fast. "The 'timing' is very important when creating a new brand, and the next operator of a customer receiving a tool of Walter already should be aware of change", specified the day of presentation Mirko Merlo.

The General Director of Walter Spain, David Sanz, and the Executive Vice President of the company, Mirko Merlo, during the presentation of the new corporate logo.

The future of the world of the tool

In an increasingly competitive world, the client is not willing to accept increases in the cost of the piece, but according to the producers themselves the situation is increasingly untenable, since the price of raw materials and labor do not stop to upload. Before this the only solution is to optimize resources and I can only do the large companies on a global market and not on market niches. "A big company can optimize resources because it manufactures many parts, on the other hand a small go specializing to sustain in the market." "Walter can no longer work in niche, we are global with global solutions and that is being demonstrated to the client," says Merlo.

On the other hand, Walter AG is receptive to procurement as soon as possible. In doing so he has become interested by competing companies and in the coming months could be news in this regard. "We did not launch to purchase other companies without having very clear that they agree with what you are looking for and that they are really in the scope of our possibilities," acknowledged Mirko Merlo at the launch of the new corporate logo.