NEW BRANDING FOR ANGUS NEW ZEALAND

Will Macfarlane, President Angus New Zealand
launching the new branding.

Rebranding is all about two things; staying relevant, and motivating our greatest asset – our membership.

There was a time when our business was centered on a registration number and maintaining breed purity. Now it is about enhancing our strategic position and sustaining a competitive advantage, not clinging to history.

In our lead-up to the hosting of the 2013 World Angus Forum, it was felt necessary to refresh both our brand and achieve the two objectives listed. Our updated strategic plan, taking us through to 2013, is about planning ahead for adaptation. The models of the seventies, from which our previous brand originated, are no longer applicable and our ways of doing business have changed.

Today we have differentiated markets, objective models, the internet, direct data entry, close business relationships and a more cohesive and supportive culture giving us strength and leadership. We hope you agree that our new brand reflects all these.

Tim Brittain, Chairman of AngusPure Ltd
outlines the benefits of the
new brand image to the market place

It is a bold brand that also alludes to our other great asset – our great cow and her durability, her efficiency, her fertility, her mothering ability and her trouble free reputation. It is a brand that represents consistent product and service quality and, through the green accent, New Zealand agricultures expertise at converting the suns energy via grass into high quality food.

Lastly, it is a brand that we hope will energise the passion of our people in their relationships with their customers, their business partners, their suppliers and the agencies they do business with. We hope that it will be as rewarding for them as it has been fun for us to develop.





 

Some of the guests who were present for the  launch of the new Angus branding.

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