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.
田納西州約翰遜城2021年11月29日/美通社/--通用頁巖公司(General Shale)是北美最大的磚塊和可持續建築解決方案生產商，該公司在收購Meridian Brick之後公佈了一項新的品牌戰略。
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.
這家總部位於田納西州約翰遜城的公司將推出三個新品牌，取代子午線磚在美國和美國的生產和銷售地點加拿大。這些新品牌包括加拿大磚、密歇根磚和紅河磚。
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.
該公司還將把久負盛名的General Shale品牌分配給以前的Meridian Brick廠址，這將增強該公司在美國東北部、大西洋中部和南部市場的投資組合。這些品牌包括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公司總裁兼首席執行官查爾斯·史密斯(Charles Smith)表示：“這一聲明充分揭示了我們收購Meridian Brick的戰略。”“現在我們已經成為業內最大的製造商，我們的足跡覆蓋了許多地區，覆蓋了非常熱情和多樣化的客户羣。我們的目標是通過有意義的地區協會與這些客户建立聯繫，同時也加強他們對今天繼續引起共鳴的歷史品牌的熟悉。”
Canada Brick
加拿大磚
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和安大略省伯靈頓，將更名為Canada Brick。這個名字是對幾十年前使用過的品牌的重新介紹，因為它的使用仍然與高質量的產品保持着寶貴的聯繫。加拿大磚品牌還聲稱在加拿大市場-特別是在安大略省和魁北克-擁有豐富的傳統工藝遺產。加拿大磚業(Canada Brick)加入了通用頁巖(General Shale)旗下石材產品集團Arriscraft的加拿大業務。
"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."
史密斯説：“我們對我們在加拿大市場的未來感到興奮。”恢復加拿大磚的名稱提供了通過新的客户關係發展我們在加拿大的業務的機會。此外，我們現在能夠向東北部的美國客户提供各種商業產品，使我們在建築和專業項目方面具有競爭優勢。“
Michigan Brick
密歇根磚
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.
位於密歇根州科魯納的製造工廠將被命名為密歇根磚，使該公司成為中西部地區領先的磚塊解決方案供應商。與加拿大磚相似，這個名字有幾十年的歷史，仍然被認為是優質的住宅磚生產商。
"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."
史密斯説：“我們通過重新引入密歇根磚的名字來發表聲明。”這個品牌的產品反映了通用頁巖公司通過創新和技術提供最高質量的砌築材料的使命，其中包括業內為數不多的薄磚擠壓業務之一。我們渴望開始向整個中西部和加拿大的客户提供這些特殊的產品。
Red River Brick
紅河磚
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對Meridian Brick的收購將該公司引入了美國西南部市場--這是美國最大的磚消費國。具體地説，該公司在德克薩斯州增加了6家工廠，在俄克拉荷馬州它的製造業務。這些設施現在將被稱為紅河磚(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得名於流經美國南部大部分地區的南方紅河。品牌認知度擴大到包括生產基地和配送中心所在地區的關鍵地區。
"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."
他説：“知道這一點將是我們公司進入德克薩斯州相當大的市場和俄克拉荷馬州史密斯解釋説：“我們希望通過一個獨特的、令人難忘的、與地區相關的名字來利用這個機會。紅河磚品牌由八個系列的60多種獨特的住宅顏色組成，它提供的建築產品將迅速將紅河磚定位為美國南部和中西部地區的首選磚品牌。”
Watsontown Brick
沃森敦磚
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最近一次收購是在2018年，當時該公司收購了賓夕法尼亞州的Watsontown Brick Company。Watsontown Brick現在已成為General Shale網絡下的一個有價值的品牌，隨着前子午線磚廠的加入，該公司將增強其品牌和產品供應。南卡羅來納州哥倫比亞市.
"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."
史密斯説：“將哥倫比亞工廠改為沃森敦品牌是我們商業戰略向前發展的一個例證。”“這項業務生產出需求量很大的漂亮的商業產品，比如沃森敦此外，哥倫比亞工廠具有將磚塊與現有結構相匹配的巨大能力，我們相信，這種能力，再加上獨特的質地和當代色彩等其他屬性，使我們的公司在東北和大西洋中部大都市市場具有競爭優勢。“
Columbus Brick
哥倫布磚
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.
通用頁巖於2017年收購了哥倫布磚公司(Columbus Brick Company)。此次收購擴大了該公司在南方市場的影響力，並在其投資組合中增加了一種行業獨一無二的剪紙產品。哥倫布磚品牌將擴大到包括阿拉巴馬州菲尼克斯市的前子午線磚廠。該工廠生產住宅系列和商業系列產品，將提供給美國南部和中西部地區的客户。
"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：“哥倫布磚的傳奇歷史和優質產品對我們在北美的商業模式大有裨益。”我們渴望看到這個品牌在我們投入鳳凰城業務的同時擴大其產品組合和地理覆蓋範圍，我們期待着為我們在南方的客户提供更可持續的住宅和商業項目建築解決方案。“
General Shale Brick
普通頁巖磚
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.
以前的子午線磚廠和配送中心不包括在新品牌下，將被分配給General Shale歷史最悠久的品牌General Shale Brick。該品牌的產品供應將通過在佐治亞州奧古斯塔增加工廠來增長；北卡羅來納州索爾茲伯裏；肯塔基州斯坦頓；以及印第安納州Terre Haute。總而言之，General Shale Brick將為其產品組合增加近70種住宅顏色和20多種商業顏色。
"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."
史密斯説：“通用頁巖磚品牌是我們93年成功的核心。”這個名字得到了許多住宅和商業客户的信任，並將我們帶到了今天的位置。我很高興歡迎新員工和客户加入General Shale Brick，並將我們的傳統品牌定位為在整個東南部、大西洋中部和中西部的新地區取得成功。“
ABOUT GENERAL SHALE
關於一般頁巖
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成立於1928年，是奧地利維也納Wienerberger AG的北美子公司，該公司是一家國際建材和基礎設施解決方案提供商。通用頁巖是北美的最大的磚、石和混凝土砌塊製造商，在17個州和省擁有28個生產設施，包括在阿肯色州西羅亞姆斯普林斯的PVC管制造業務。General Shale還擁有一個由40個銷售點和200多個附屬分銷商組成的網絡，分佈在全球各地北美.
To learn more about General Shale's network of brands, visit www.generalshale.com/newbrandnetwork.
欲瞭解有關General Shale品牌網絡的更多信息，請訪問www.Generalshale.com/newbrandnetwork。
Contact Information: Luke Guinn, 800-414-4661, [email protected]
聯繫方式：Luke Guinn，800-414-4661[受電子郵件保護]
SOURCE General Shale
物源綜合頁巖