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CBI-electric launched in style2006/07/29 |
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Three icons of the South African electrical and telecoms industry, African Cables, ATC and Circuit Breaker Industries, have united into the power of one. |
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| To the sound of the ever-popular Queen classic ‘It’s a kind of magic’, the South African electrical engineering fraternity recently heralded a new era at the Johannesburg launch of CBI-electric. As of 1st June 2006, it is under this one brand that three South African icons — African Cables, ATC and Circuit Breaker Industries — now trade, and their marketing and advertising will be executed under this single name. All three companies are part of JSE listed Reunert Limited. Addressing the audience, Martin Shaw, chairman of the Reunert board, described the move as a milestone in Reunert’s history. He pointed out that the three companies have a lot in common, operate in the same industries and, in many cases, share a common customer base. He said that all three companies were built on world-class technologies and trusted products, but importantly, also on people and relationships forged over years. Further, he said that ultimately the three companies had the same aspirations: to be the best and practise service excellence. He elaborated, “Sizeable companies can no longer afford to promote a pocket full of brands. It makes sense to focus on as few brands as possible, giving them the strength and commitment they deserve. Each company will remain an entity on its own, with current management continuing to run the day-to-day business, now just part of a bigger CBI-Electric.” Putting customers’ minds at rest he assured them that they would be dealing with the same people only backed by a bigger and more powerful brand. Strategically, “…. it is one name to protect, one name to market, one name to promote. For the customer it means a uniform standard of quality and integrity”. The company’s intentions were made perfectly clear in a stirring audio-visual built on the creative concept of water drops forming streams, streams flowing to rivers and finally the rivers becoming an ocean, symbolising strength in unity. Perhaps the intentions were underlined best at the end of the evening by the equally pertinent and famous Queen song: “We will rock you”. |
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