The name of the job is now Functional Workwear! Seven years ago, in the summer of 2007, Dimex got a new slogan. The name of the job was the logo at the time – a change and the slogan ended up being; 'The name of the job'. Many companies aim to increase brand value while simultaneously achieving profitable business results. This is also the case with us. The brand is not weakened, compromised, or reinvented when inspiration strikes. We act in such a way that it becomes stronger. By acting in this way, the brand's growing capital gives us room to maneuver in the market changes that have been sufficient in this industry over the past seven years. This capital is largely supported by the images our customers create of us. The company's logo is one of its most important manifestations, so it should be treated with the dignity it demands. It creates an identity for Dimex with the aim of committing customers to the company. This applies to both those who make purchasing decisions and those who use the products. The majority of our daily work can be summarized around the following criteria: Functionality - safety - satisfaction - elegance. I would argue that the above features are important to all customers, even though we live in a very price-oriented economic situation. Of course, the order of importance of things can change to almost anything depending on the respondent. For us, functionality came to the surface, which perfectly encapsulated our basic promise in our previous slogan; 'Functional workwear'. When studying the market and the competitive situation, we ended up returning to it again. It didn't have to be invented by force, but in a way we go around and come together. Sometimes companies first outsource and then internalize. We internalized our own essence. We want customers to experience our products as working in their daily work, happily creating added value for the user. In addition to this, we also want customers and partners who communicate with us to experience our entire organization as a well-functioning team. 'Functional workwear' alone is not enough for the customer, there must also be functional customer service. Functionality in the sense we use it suggests value related to the product to the customer, but also appeals to the customer's emotions. Who wouldn't want to do business with a company that works! "Summer" greetings Petteri Tirkkonen Marketing Director petteri.tirkkonen@dimex.fi