Revitalized Strategy includes a Bolder New Brand Reflecting a Stronger More Nimble Product Solution- and Partner-Focused Operation with Alignment Across Entire Nortek Technology Solutions Group.
Munich, 24th of April 2014 – Gefen, the digital connectivity solutions company of Nortek Inc. (NASDAQ: NTK) re-launched its business with a strengthened and revitalized business strategy. Gefen“s transformative evolution includes an enhanced product development process refocusing its leading edge roadmap, and a new go-to-market program supporting consistent, profitable business delivery to its valuable partner and their customers base. This re-launch of the Gefen business is reflected in a new, bold brand and identity refresh indicating a stronger alignment across Nortek“s Technology Solution Group (TSG) brands, offering partners and customers a total solution of connectivity, with the widest breadth of audio and video solution offerings.
New Product Development Processes:
The new and completely restructured product development process utilizes a methodology of evaluation and rationalization which determines product market suitability. Leveraging Gefen“s heritage of innovation, this new process translates into a long-term roadmap providing customers with timely and intuitive connectivity solutions that bridge the gap between rapidly advancing technology and real-world applications.
New Channel Go-to-Market Program:
Gefen is implementing a new, best-in-class go-to-market program, which directly addresses the main concerns of resellers around the world. A new rolled out universal pricing policy will enable customers, resellers and channel partners to significantly benefit from the overall Gefen business.
„It all comes down to implementing criteria-driven programs that ultimately allow everyone to achieve greater profitability,“ said Kevin Weiss, Gefen“s VP of Global Sales and Business Development. „We“re all in this together, and we all plan on being very, very successful in 2014 and beyond.“
New Look and Feel:
Gefen“s new logo, featuring fiery bold colors was selected to more clearly reflect the direction in which Gefen is heading and is just one example of updated branding and total solution deliverables.
„It“s no coincidence that we selected bold colors, mirrored across our sister companies,“ explained Tony Dowzall, VP Marketing, Gefen. „When you partner with Gefen, you are at the gateway to a wide portfolio of solution offerings from other leading Nortek TSG brands such as TVOne, Magenta, Niles, Panamax and Furman.“
Florian Goebel, Managing Director of Gefen Europe GmbH commented: „The catch was to integrate the solitary position of the Gefen company into Nortek“s Technology Solution Group (TSG). Strong brands do excel in staying up to date and remaining true to their own brand. For our customers, the new look is meant to symbolize the unification and simplification across all Gefen product lines.“
Gefen“s new logo and colors will be implemented in phases beginning with its website, collaterals and new products coming to market.
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Gefen´s scalable solutions redefine the possibilities available to harness the powers of audio/video systems. Award-winning solutions integrate, extend, distribute and optimize equipment for unsurpassed performance. In digital signal management, Gefen sets the benchmark for innovation with its technological achievements including FST (Fast Switching Technology) and POL (Power Over Line). Gefen´s core product line includes switchers, splitters, extenders, scalers, converters and accessories that revolutionize how audio/video systems operate. Gefen is a subsidiary of Nortek, Inc., a leading diversified global manufacturer of innovative, branded residential and commercial ventilation, HVAC and technology products. Visit nortekinc.com for additional information.
Gefen Europe GmbH
Kathrin Lahr
Ehrenbreitsteiner Straße 28
80993 München
089444889100
marketing@gefen.eu
http://www.gefen.eu
