Goring Kerr has gone through many changes over the years and was once the dominate leader in the industrial metal detection market. However, Goring Kerr went through some significant changes that now looking back undermined its success.
Years ago Graseby saw a profitable company in Goring Kerr. At the time the acquisition seemed logical and a profitable one for Graseby. However, a fundamental flaw in their approach began the long term collapse of Goring Kerr’s brand. A simple yet confusing change for the company was to edit the name from Goring Kerr to Graseby Goring Kerr. This cause the company to spend countless dollars within the marketing department to ‘re-brand’ an already profitable brand and lay the foundation for market confusion. Customers, and there were plenty of them, now had a change that represented no benefit to them other to introduce a name convention causing confusion.
Graseby Goring Kerr the re-branded Goring Kerr struggled to build brand equity in this new company. Customers began to look elsewhere to find more stability in both the company and product. Outside of stroking someone’s ego Graseby accomplished nothing and in fact lost by tagging their name on to an already well known brand name.
A simple lesson in the value of a brand can be seen in this classic example of having the wrong people making bad choices.
Goring Kerr has gone through many changes over the years and was once the dominate leader in the industrial metal detection market.
However, Goring Kerr went through some significant changes that now looking back undermined its success.
Years ago Graseby saw a profitable company in Goring Kerr. At the time the acquisition seemed logical and a profitable one for Graseby. However, a fundamental flaw in their approach began the long term collapse of Goring Kerr’s brand. A simple yet confusing change for the company was to edit the name from Goring Kerr to Graseby Goring Kerr. This cause the company to spend countless dollars within the marketing department to ‘re-brand’ an already profitable brand and lay the foundation for market confusion. Customers, and there were plenty of them, now had a change that represented no benefit to them other to introduce a name convention causing confusion.
Graseby Goring Kerr the re-branded Goring Kerr struggled to build brand equity in this new company. Customers began to look elsewhere to find more stability in both the company and product. Outside of stroking someone’s ego Graseby accomplished nothing and in fact lost by tagging their name on to an already well known brand name.
A simple lesson in the value of a brand can be seen in this classic example of having the wrong people making bad choices.