It can be challenging for a well-known local manufacturer to become part of a larger brand family. Glen Dimplex Thermal Solutions, a manufacturer of chillers for the medical, food processing, and machine tool industries needed to develop new sales tools that spoke on a higher level about their new parent brand as well as educate their customers who may have only known their sub-brand Koolant Koolers.
Great brand management helps bring long-term customers along on the journey of brand evolution in a transparent manner. This piece lays the foundation for sales teams to have meaningful conversations with clients to preserve and build on their trust.
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