Pulling it all Together

While the fundamental philosophy of the Goscor group has been ‘focus’ and ‘specialisation’, which has resulted in the individual business units working almost exclusively in their own spaces, the time came to utilise the enormous potential of the powerful Goscor brand.

“Goscor has obviously become a potent brand in the industrial equipment sector and we had to make the most of this without detracting from each business unit’s independent identity, “says group CEO Tony Siddle. “This required creating a more coherent group identity which has been done successfully by our marketing team.

The team, headed by group marketing manager Debby Parsonson, has burnt the midnight oil over the last year or so to harness the power of the Goscor brand into relevant and exciting collateral.

“It’s been a challenging process pulling it all together, “says Parsonson. “The sum of the powerful Goscor group parts is a very powerful brand and our effort to communicate this message to our various markets is starting to take shape.”

She adds that every aspect of Goscor’s visual identity will be consistent with the ‘look and feel’ created for the brand. “From outdoor signage and stationery to vehicle livery and the media our motto will be consistency. In this way we will help build the already powerful Goscor brand into a South African industrial icon,” she concluded.