The name of the game is now Workwear that Works!
Seven years ago, in the summer of 2007, Dimex got a new slogan.
Back then the name of the game was a logo change – and the slogan became “The name of the game”.
For many companies, increasing brand value is a goal alongside profitable business. That’s how it is for us too.
You don’t weaken, jeopardise or reinvent a brand every time inspiration strikes.
You act so that it grows stronger. By doing this, the brand’s growing equity gives you room to manoeuvre as the market changes – and there have been plenty of changes in this industry over the last seven years. That equity is supported largely by the images our customers have of us. A company’s logo is one of the most important expressions of this, and it must be treated with the respect it deserves. It creates an identity for Dimex with the aim of binding customers to the company. This applies both to decision-makers and to end users of the products.
The majority of our daily work can be tied to the following attributes: functionality – safety – satisfaction – style.
I claim that the above qualities are important to all customers, even though we live in a very price-oriented economic climate. The order of importance can of course change almost any way depending on who you ask. For us, functionality rose to the top, and it already neatly encapsulated our basic promise in our previous slogan:
“Workwear that works”.
When we studied the market and competitive situation, we decided to return to it. We didn’t have to force a new one – it’s more like what goes around comes around. Sometimes companies first outsource and then insource. We insourced our own essence. We want customers to experience our products as functional in their daily work, ideally bringing added value to the user. In addition, we want customers and partners who communicate with us to experience our entire organisation as a well-functioning team. Just “Workwear that works” is not enough for the customer; there also has to be customer service that works. In the way we use it, functionality suggests product-related value to the customer but also appeals to the customer’s emotions. Who wouldn’t want to do business with a company that works!
“summer” regards
Petteri Tirkkonen
Marketing Director
petteri.tirkkonen@dimex.fi
