Bad Marketing Decisions

We all know what happened to Bud Light's rebranding decision - lost sales and customers and a loss in the stock market.

We have see what happened to Cracker Barrel with a decision to redesign their logo and started on changing their restaurants. Consumer revolt.

I propose that Holcim has made a similar bad decision in changing their name and their initial public offering of stock.

They changed from Holcim to Amrize.

While there is nothing wrong with the name, they have lost all continuity with their specifier and architect users. While their website may be effective for the investment community, it does not help the architects, specifiers and contractors to specify, purchase and use their products.

My suggestions would be:

1. When redirected from the prior Holcim US website (compared to going directly to the new website), provide a new target page explaining the changes and how to find the prior information.

2. Have a special page ordered by CSI section and number for all the products under the Amriz umbrella. Holcim had purchased many well known companies including Elevate (Firestone roofing), Duro-last, Gaco-Western and Malarkey Roofing. While the current website pages are pretty, they do not lead to any useful information or to the company websites. Some companies such as Genflex have no information on the Amriz website and only a small logo on the bottom of their home page to indicate the relationship.

I can see a similar situation when Assa Abloy, Allegion and DormaKaba finally rebrand and regroup all the companies they have purchased.

Contact me if you have any questions or suggestions.

Colin

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Conspectus, Inc.
Publisher - 4specs
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