Sterling, Illinois distributor HALO/Lee Wayne (UPIC: HBS) are changing the company’s name to HALO Branded Solutions, effective January 1, 2011.
“We surveyed our sales force nearly a year ago and the message was clear—we needed to go to market under one brand. Research revealed that brand recognition and brand retention for the HALO Branded Solutions name was substantially stronger than for Lee Wayne,” says Marc Simon, chief executive officer of the company. “We have also provided millions of dollars in sales leads to our sales force, and more than 80 percent of those leads have come from the HALO web site. The business case for the name change was compelling.”
Terry McGuire, senior vice president of marketing adds, “At first we struggled with retiring the Lee Wayne brand after 58 very good years. However, cross-platform brand clarity is essential in today’s market. The new brand and new logo components will strengthen our marketing efforts which will create more value for our account executives and better articulate our core values of service, integrity and innovation.”
The new logo was recently unveiled to account executives and key suppliers at the company’s national sales meeting in San Diego, California. While the official transition date is January 1, 2011, McGuire noted, “We have been converting our corporate promotional material for several weeks and will be working with our account executives to transition their clients to the new brand this fall.”