General Shale Announces New Branding Strategy after Completing Industry Milestone Acquisition
General Shale Announces New Branding Strategy after Completing Industry Milestone Acquisition
JOHNSON CITY, Tenn., Nov. 29, 2021 /PRNewswire/ -- General Shale, the largest producer of brick and sustainable building solutions in North America, has unveiled a new branding strategy following the company's acquisition of Meridian Brick.
田纳西州约翰逊城2021年11月29日/美通社/--通用页岩公司(General Shale)是北美最大的砖块和可持续建筑解决方案生产商，该公司在收购Meridian Brick之后公布了一项新的品牌战略。
The Johnson City, Tennessee-based company is introducing three new brands that will replace Meridian Brick production and sales locations in the U.S. and Canada. These new brands include Canada Brick, Michigan Brick and Red River Brick.
这家总部位于田纳西州约翰逊城的公司将推出三个新品牌，取代子午线砖在美国和美国的生产和销售地点加拿大。这些新品牌包括加拿大砖、密歇根砖和红河砖。
The company is also assigning established and highly regarded General Shale brands to former Meridian Brick sites, which will enhance the company's portfolios in the Northeast, Mid-Atlantic and Southern U.S. markets. These brands include Watsontown Brick, General Shale Brick and Columbus Brick.
该公司还将把久负盛名的General Shale品牌分配给以前的Meridian Brick厂址，这将增强该公司在美国东北部、大西洋中部和南部市场的投资组合。这些品牌包括Watsontown Brick、General Shale Brick和Columbus Brick。
"This announcement fully reveals our strategy in acquiring Meridian Brick," says Charles Smith, president and CEO of General Shale. "Now that we have been established as the largest manufacturer in the industry, our footprint encompasses many regions and covers a very passionate and diverse customer base. Our goal is to connect with these customers through meaningful regional associations, while also reinforcing their familiarity with historical brands that continue to resonate today."
General Shale公司总裁兼首席执行官查尔斯·史密斯(Charles Smith)表示：“这一声明充分揭示了我们收购Meridian Brick的战略。”“现在我们已经成为业内最大的制造商，我们的足迹覆盖了许多地区，覆盖了非常热情和多样化的客户群。我们的目标是通过有意义的地区协会与这些客户建立联系，同时也加强他们对今天继续引起共鸣的历史品牌的熟悉。”
Canada Brick
加拿大砖
Canadian manufacturing facilities in Aldershot and Burlington, Ontario, will be rebranded as Canada Brick. The name is a re-introduction of a brand used several decades ago, as its use still retains a valuable association with high-quality products. The Canada Brick brand also lays claim to a rich heritage of legacy craftsmanship in the Canadian marketplace — specifically in Ontario and Quebec. Canada Brick joins Arriscraft, the stone products group of General Shale, in its Canadian operations.
加拿大在Aldershot和安大略省伯灵顿，将更名为Canada Brick。这个名字是对几十年前使用过的品牌的重新介绍，因为它的使用仍然与高质量的产品保持着宝贵的联系。加拿大砖品牌还声称在加拿大市场-特别是在安大略省和魁北克-拥有丰富的传统工艺遗产。加拿大砖业(Canada Brick)加入了通用页岩(General Shale)旗下石材产品集团Arriscraft的加拿大业务。
"We are excited about our future in the Canadian marketplace," Smith says. "Reinstating the Canada Brick name provides opportunities to grow our Canadian business through new customer relationships. Furthermore, we are now able to provide U.S. customers in the Northeast with a variety of commercial products that gives us a competitive edge in architectural and specialty projects."
史密斯说：“我们对我们在加拿大市场的未来感到兴奋。”恢复加拿大砖的名称提供了通过新的客户关系发展我们在加拿大的业务的机会。此外，我们现在能够向东北部的美国客户提供各种商业产品，使我们在建筑和专业项目方面具有竞争优势。“
Michigan Brick
密歇根砖
The manufacturing facility in Corunna, Michigan, will be branded as Michigan Brick, establishing the company as the leading provider of brick solutions in the Midwest. Similar to Canada Brick, the name has a history that spans decades and is still regarded as a quality producer of residential brick.
位于密歇根州科鲁纳的制造工厂将被命名为密歇根砖，使该公司成为中西部地区领先的砖块解决方案供应商。与加拿大砖相似，这个名字有几十年的历史，仍然被认为是优质的住宅砖生产商。
"We are making a statement with reintroducing the Michigan Brick name," Smith says. "The products the brand is known for reflect General Shale's mission to provide the highest quality of masonry materials through innovation and technology, which includes one of the few thin brick extruded operations in the industry. We are eager to begin offering these exceptional products to customers throughout the Midwest and Canada."
史密斯说：“我们通过重新引入密歇根砖的名字来发表声明。”这个品牌的产品反映了通用页岩公司通过创新和技术提供最高质量的砌筑材料的使命，其中包括业内为数不多的薄砖挤压业务之一。我们渴望开始向整个中西部和加拿大的客户提供这些特殊的产品。
Red River Brick
红河砖
General Shale's acquisition of Meridian Brick introduced the company to Southwest U.S markets — which are the country's largest consumers of brick. Specifically, the company has added six plants in Texas and two plants in Oklahoma to its manufacturing operations. These facilities will now be known as Red River Brick.
General Shale对Meridian Brick的收购将该公司引入了美国西南部市场--这是美国最大的砖消费国。具体地说，该公司在德克萨斯州增加了6家工厂，在俄克拉荷马州它的制造业务。这些设施现在将被称为红河砖(Red River Brick)。
Red River Brick draws its name from the Red River of the South, which runs throughout a large portion of the Southern U.S. The name recognition extends the brand footprint to include key areas of the region where production sites and distribution centers are located.
Red River Brick得名于流经美国南部大部分地区的南方红河。品牌认知度扩大到包括生产基地和配送中心所在地区的关键地区。
"Knowing this would be our company's introduction into sizable markets in Texas and Oklahoma, we wanted to capitalize on this opportunity through a name that is unique, memorable and regionally relevant," Smith explains. "The Red River Brick brand consists of more than 60 unique residential colors across eight collections, and provides an architectural offering that will expeditiously position Red River Brick as the preferred brick brand in the Southern and Midwest regions of the U.S."
他说：“知道这一点将是我们公司进入德克萨斯州相当大的市场和俄克拉荷马州史密斯解释说：“我们希望通过一个独特的、令人难忘的、与地区相关的名字来利用这个机会。红河砖品牌由八个系列的60多种独特的住宅颜色组成，它提供的建筑产品将迅速将红河砖定位为美国南部和中西部地区的首选砖品牌。”
Watsontown Brick
沃森敦砖
Prior to Meridian Brick, General Shale's most recent acquisition was in 2018, when the company acquired Watsontown Brick Company in Pennsylvania. Now established as a valuable brand under the General Shale network, Watsontown Brick will enhance its brand and product offerings with the addition of the former Meridian Brick plant in Columbia, South Carolina.
在Meridian Brick之前，General Shale最近一次收购是在2018年，当时该公司收购了宾夕法尼亚州的Watsontown Brick Company。Watsontown Brick现在已成为General Shale网络下的一个有价值的品牌，随着前子午线砖厂的加入，该公司将增强其品牌和产品供应。南卡罗来纳州哥伦比亚市.
"Bolting on the Columbia facility to the Watsontown brand is a demonstration of our commercial strategy moving forward," Smith says. "This operation produces beautiful commercial products that are in high demand. Like Watsontown, the Columbia plant has a tremendous ability to match brick to existing structures, and we believe this capability, along with other attributes such as unique textures and contemporary colors, gives our company a competitive advantage in Northeast and Mid-Atlantic metropolitan markets."
史密斯说：“将哥伦比亚工厂改为沃森敦品牌是我们商业战略向前发展的一个例证。”“这项业务生产出需求量很大的漂亮的商业产品，比如沃森敦此外，哥伦比亚工厂具有将砖块与现有结构相匹配的巨大能力，我们相信，这种能力，再加上独特的质地和当代色彩等其他属性，使我们的公司在东北和大西洋中部大都市市场具有竞争优势。“
Columbus Brick
哥伦布砖
General Shale acquired Columbus Brick Company in 2017. The acquisition expanded the company's presence in Southern markets and added an industry-unique paper cut product to its portfolio. The Columbus Brick brand will expand to include the former Meridian Brick plant in Phenix City, Alabama. This facility produces a residential collection and a commercial series of products that will be offered to customers throughout the South and Midwest regions of the U.S.
通用页岩于2017年收购了哥伦布砖公司(Columbus Brick Company)。此次收购扩大了该公司在南方市场的影响力，并在其投资组合中增加了一种行业独一无二的剪纸产品。哥伦布砖品牌将扩大到包括阿拉巴马州菲尼克斯市的前子午线砖厂。该工厂生产住宅系列和商业系列产品，将提供给美国南部和中西部地区的客户。
"Columbus Brick's storied history and premium products have been of great benefit to our North American business model," Smith notes. "We are eager to see this brand expand both its portfolio and geographic reach as we bolt on the Phenix City operation, and we look forward to providing our customers in the South with even more sustainable building solutions for residential and commercial projects."
史密斯指出：“哥伦布砖的传奇历史和优质产品对我们在北美的商业模式大有裨益。”我们渴望看到这个品牌在我们投入凤凰城业务的同时扩大其产品组合和地理覆盖范围，我们期待着为我们在南方的客户提供更可持续的住宅和商业项目建筑解决方案。“
General Shale Brick
普通页岩砖
Former Meridian Brick plants and distribution centers not included under new brands will be assigned to General Shale's longest-standing brand — General Shale Brick. The brand's product offering will grow through additions of plants in Augusta, Georgia; Salisbury, North Carolina; Stanton, Kentucky; and Terre Haute, Indiana. Combined, General Shale Brick will add nearly 70 residential and more than 20 commercial colors to its portfolio.
以前的子午线砖厂和配送中心不包括在新品牌下，将被分配给General Shale历史最悠久的品牌General Shale Brick。该品牌的产品供应将通过在佐治亚州奥古斯塔增加工厂来增长；北卡罗来纳州索尔兹伯里；肯塔基州斯坦顿；以及印第安纳州Terre Haute。总而言之，General Shale Brick将为其产品组合增加近70种住宅颜色和20多种商业颜色。
"The General Shale Brick brand is at the core of our 93-year success," Smith says. "This name is trusted by many residential and commercial customers, and has carried us to where we are today. I am excited to welcome new employees and customers to General Shale Brick, and position our legacy brand to find success in new regions throughout the Southeast, Mid-Atlantic and Midwest."
史密斯说：“通用页岩砖品牌是我们93年成功的核心。”这个名字得到了许多住宅和商业客户的信任，并将我们带到了今天的位置。我很高兴欢迎新员工和客户加入General Shale Brick，并将我们的传统品牌定位为在整个东南部、大西洋中部和中西部的新地区取得成功。“
ABOUT GENERAL SHALE
关于一般页岩
Founded in 1928, General Shale is the North American subsidiary of Wienerberger AG of Vienna, Austria, an international provider of building material and infrastructure solutions. General Shale is North America's largest brick, stone and concrete block manufacturer, featuring 28 production facilities in 17 states and provinces, including a PVC pipe manufacturing operation in Siloam Springs, Arkansas. General Shale also has a network of 40 sales locations and more than 200 affiliated distributors across North America.
General Shale成立于1928年，是奥地利维也纳Wienerberger AG的北美子公司，该公司是一家国际建材和基础设施解决方案提供商。通用页岩是北美的最大的砖、石和混凝土砌块制造商，在17个州和省拥有28个生产设施，包括在阿肯色州西罗亚姆斯普林斯的PVC管制造业务。General Shale还拥有一个由40个销售点和200多个附属分销商组成的网络，分布在全球各地北美.
To learn more about General Shale's network of brands, visit www.generalshale.com/newbrandnetwork.
欲了解有关General Shale品牌网络的更多信息，请访问www.Generalshale.com/newbrandnetwork。
Contact Information: Luke Guinn, 800-414-4661, [email protected]
联系方式：Luke Guinn，800-414-4661[受电子邮件保护]
SOURCE General Shale
物源综合页岩