The death of the brand?

At a recent seminar on the enduring value of branding in the construction industry, the question of the continuing importance of brands as the industry increasingly moves towards digital marketing was raised. In the world of Google, are brands simply a waste of time?

It led me to think of how significant brands have been and continue to be in the glazing industry. One only has to turn to Everest, Pilkington and the like, to understand their importance. Also, for those that can remember, there have been a couple of instances where large conglomerates in a acquisitional frenzy have swallowed up companies with powerful brand identities and promoted them under a non descript corporate title.

The Heywood Williams Group did this very thing when they acquired the systems businesses Spectus, Vinylex, Gloplas et al and marketed them under the uninspiring HW Systems banner. In later years this was rectified in part when Spectus changed hands, and now trades under its original brand, although part of a larger concern. Sadly the other brands are no longer in evidence.

The same can be said for Grouphomesafe who after acquiring several companies in the window and door sector quickly realised the potential of powerful brands when they opted to market under the ERA name rather than Grouphomesafe.
Will Butler, group marketing director, ERA commented:  “for over 175 years ERA has been a brand associated with innovation and a relentless commitment to customer service – that’s why we’ve put it back at the heart of this business today.  It’s a true reflection of what we continue to deliver to our customers which is the ultimate one-stop shop for door and window hardware.  We recognise that ERA is more than a name, it’s a brand that has underpinned the way we do business since 1838”.

The conclusions from the seminar, entitled Death of the Brand, echoed this sentiment, in that far from being made irrelevant by the march of the internet revolution, brands are just as important now as they were in 1838.

I hope you enjoy this week’s issue.

Please send all your news stories to news@the-glazine.com or should you wish to contact me directly
tony@the-glazine.com

Tony Higgin Publisher

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Dear Tony

The statistics don’t appear to stack up for the window industry in the newly published report from the Office of National Statistics on the size and performance of the UK low carbon economy.

The report states that in 2013 (the latest dates included in the report) total turnover for the manufacture and supply of energy efficient windows and doors is £2.8 billion, which we believe to be about right. It’s the supporting figures that don’t stack up. The report states that there are only 180 companies engaged in direct activities for the manufacture and supply of energy efficient windows and doors with 17,500 people employed in the sector. We believe that considerably more companies are involved and that a much higher number of people are employed.

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This Week's News

Now it’s ‘Can’t move, improve’ as home improvements boom in planning ban blackspots

Applications for home improvements rose by 12% across Britain last year – the highest increase in at least three years – but the report, by Barbour ABI, also indicates that applications are much higher in boroughs that are known to refuse the most new home applications.

The figures reveal that London has more than double the average figure, at 27%, while applications in the West Midlands and Scotland were the slowest, growing by just 1%.

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Update ‘cooling off’ contracts or face the consequences – GGF

Some companies are still putting themselves at risk by not keeping up with last year’s new consumer contract regulations – and could even risk having to give ‘a cooling off period’ for a finished window,  according to the GGF.

The organisation has learned that some companies have continued with their existing contracts, which could mean a consumer being entitled to 14 days cooling-off from the date of delivery, simply because the company has not informed them of their new rights.

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Don’t lose out in Google ranking shift

Businesses depending on SEO to source customers have been warned to watch out for a massive shift by Google that could severely hit their search rankings.

Just two weeks from now (April 21), the search giant will launch a major update that will significantly benefit mobile-friendly websites – but severely penalise those that are not.

In industries such as windows and other home improvements, where good SEO ranking could be make or break, companies are being warned to take the changes very seriously. Digital Specialist The Consultancy, is advising companies to check if their website is responsive, and if not seek help immediately.

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Don’t be ‘locked out’ by Doc Q - warning

Suppliers have been warned that they could be ‘locked out’ of the new-build sector if they don’t get up to speed with the new Building Regs Document Q on minimum security standards for doors and windows.

The warning comes from Sliders UK Managing Director Ian Longbottom who says manufacturers and installers could be ‘sleep-walking’ into the changes and could pay the price of being barred from any new-build work if their products are not tested and proven in accordance with the regs.

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New H&S regs mean greater liability

Construction companies, consultants or contractors with inadequate health and safety standards face increased liability and risk of legal action following the introduction of new legislation which came into force this week.

The Construction (Design and Management) Regulations 2015, are intended to reduce the number of accidents on construction sites, place greater responsibility on clients for the conduct and decisions of the people they employ to oversee health and safety.

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Installers optimistic about growing sash market

Some 88% of installers expect more sash window jobs in 2015, and 65% feel sash window jobs are more profitable than casements, according to the latest study into the market by Roseview Windows.

Working alongside industry data specialists Insight Data, Roseview questioned over 10,000 installers, asking their opinions on sash windows and gauging their confidence in the market.

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No pane - no gain !
– Rob’s doing a dash with a sash for children’s dream holiday

Rob Horton is going more than the extra mile for a terminally ill children’s charity. The UK Windows trade counter manager aims to do the whole of the London Marathon with a fully-glazed window on his back.

Generous suppliers, led by UAP and Rehau, have already given hundreds to sponsor Rob in aid of Destination Dreams, part of the Caudwell Children charity, to take children with life-threatening illnesses to Walt Disney World in Florida.

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New BRE Trust research programme tackles built environment resilience

Wind loading, including windows, doors and conservatories, will be part of a major three year funding programme launched by the BRE Trust to improve the resilience of buildings and infrastructure to the growing threats of damage associated with climate change.

“Last year’s devastating floods and storms revealed our vulnerability to extreme weather and were indicative of wider resilience problems,” said Guy Hammersley, BRE Group Board Director, Research & Innovation.

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