Tag: Corporate Identity

Kuala Lumpur, Malaysia – Promat Malaysia, a passive fire protection manufacturer has changed its name to Etex Malaysia.

Promat provides passive fire protection and insulation solutions within various applications for building construction such as structural steel, concrete structures, partitions, and wall linings among others.

The company said that the name change initiative seeks to unify and grow all commercial brands under the corporate branding.

Together with Promat, Kalsi, its fiber cement building solutions, will continue to operate in ASEAN under the new company name.

“Our name change to Etex will elevate our global commitment to continuously improving our customers’ quality of living with ever more effective lightweight solutions to meet the demand for high-quality building materials. Combined with Promat Malaysia principals, we strive to offer sustainable fire protection solutions that never compromise on safety for people and buildings,” said Eric Yap, director of Etex Malaysia.

Etex Group is headquartered in Belgium with more than a century of operations, and boasting a presence in more than 42 countries.

Germany – Global vehicle brand Audi has reworked its brand identity to spotlight the company’s transformation to sustainable and digital premium mobility. The brand will now carry the slogan “Future is an Attitude.” 

With the new tagline, its original brand claim, the German phrase “Vorsprung durch Technik” which means “progress through technology” will remain; the only difference is, the new identity will now be globally visible for the first time. 

“By refining our brand strategy we give a contemporary definition to ‘Vorsprung’ and make ourselves ready for the future – for a new automotive era and for our customers,” said Henrik Wenders, senior vice president for brand.

“The purpose is to improve people’s lives through technology and to make a contribution to society. Audi’s ambition is to shape the future of premium mobility and to create fascinating experiences,” added Wenders.

Under the new communicative approach, Audi will unite its worldwide marketing activities from now on, while still taking into account cultural and country-specific requirements.

Spearheaded by German creative agency thjnk Hamburg GmbH, the campaign’s presentation is guided by the brand’s progressive premium image, while the reduced and clear style will be evident in the new visual language.

In the video ad, Audi aims to demonstrate the message of “an electric, digitalized and emotional future.” Its current models Audi e-tron Sportback, Audi AI:ME, and Audi Q4 Sportback e-tron concept were showcased in the campaign as they represent “the innovative power of the brand.” Meanwhile, the protagonists of the ad are Audi employees like head of design Marc Lichte, who, according to Audi, authentically embodies its attitude.

The campaign will be conducted through all channels of communication, from TV to the digital platform. On the newly launched website progress.audi, all contents of the campaign will be gathered, and further background stories will be offered to users.