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Manleys win major Global branding project

"Manleys, a Belfast based branding house, blew away high profile international competitors from New York" stated Mark Noble, MD Europe and VP of Global Strategic Planning & Business Development for Tech International Inc. Out performing their competitors on creativity, value for money and service, Manleys won the coveted contract to rebrand global company Tech International, a world leader in tyre repairs and wheel service products.

A win of this scale is a first for a Northern Ireland branding and marketing company with the global rebrand of Tech International now being successfully rolled out to the company's worldwide facilities and throughout their global distribution network of over 1,500 distributors that cover 90% of the world's population.

Mark Noble, MD Europe and VP Global Strategic Planning & Business Development, Tech International, explains why they chose a Northern Ireland company to execute their global rebrand:

"Tech International undertakes an appraisal of every investment, both from a commercial and ethical point of view. After considering competitive pitches, our Group concluded that Manleys were the right people for the job. Manleys is a Northern Ireland company that we recognised as having global branding capability and expertise. Our decision was based on creativity, quality, value for money, service and reputation, Manleys simply in all respects made this choice a simple one for Tech.

They have delivered a demanding global branding project for our Group, covering a wide brief including a corporate branding reconstruction and also that of our commercial product brands therefore fulfilling our sales and marketing strategy, on time and within budget.

Tech International is implementing this project within our facilities in North and South America, Canada, UK, Hungary, India, China, Japan, Australia and within our distribution network globally. In these challenging times, this rebrand project focused upon enhancing over 70 years of brand loyalty and recognition further underpinning our core brand values. We believe this will strengthen and consolidate our global market position."

With international headquarters in the USA and European headquarters in Lisburn, the implementation of the Tech International rebrand was multi-staged and wide ranging from the redevelopment of the brand identity; product innovation; cultural and geographical market research including pilot initiatives at international trade shows in Las Vegas, Shanghai, Bologna and Essen; internal and external marketing materials; packaging design for global distribution; and brand guidelines for global implementation helping to protect Tech International's brand asset.

Further cementing their position as a world leader, Tech International have recently made a bold statement in the current climate to invest $100k in exhibiting this month at the largest European trade show for their sector in Bologna, Italy. With the exhibition design lead by Manleys, this recent investment demonstrates the company's commitment to continual growth.

Professor Lester Manley, CEO, Manleys explains how this win is a pivotal point in the company's future:

"We began working with Tech Europe, known then as Aromet, 18 years ago when they had a turnover of £0.5m and over the years we have built a strong relationship with them to the success they are today. At Manleys, the size of a business is irrelevant - we get excited about clients that have real potential through harnessing branding and innovation. Realisation of this goal is through inspiring, exciting and engaging with our client's teams.

The fact that we have successfully undertaken the major rebrand of a global company has allowed us to develop, mature and gain valuable experience proving that NI companies can compete and excel on an international playing field. Manleys are committed to being a part of the overall success of Northern Ireland's creative industry and will strive ahead continually endeavouring to navigate the difficult economic climate by 'bucking the trend'."