Werner Unveils New Branding Strategy

New look reflects company's expanding product portfolio.

Werner Corp. logoWith the recent acquisition of Knaack in September 2012, Werner’s comprehensive market strategy and product portfolio now offers a wider selection of brands.

“When you look almost anywhere work is done, you’ll find Werner Co. brands providing protection and performance for workers, their assets and their vehicles,” said Chris Filardi, vice president of marketing at Werner Co. “Our channel partners and our end-users will benefit from the collective strength of the brands, which now include three leading master brands Werner, Knaack and Weather Guard.”

The combination of Werner, Knaack and Weather Guard creates a product portfolio that will allow Werner to leverage its manufacturing, distribution, sales and marketing operations while strengthening the product offering within the professional channel.

Werner’s new positioning statement, “Trusted Everywhere Work Gets Done,” was featured at the annual STAFDA conference in Orlando, Florida. 

The new Werner corporate logo and branding materials will be rolled out over the coming year and seen across multiple channels, including the website, tradeshows, partner collateral, and presentations to reinforce the company’s strength and position in the industrial/construction segment.

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