QubicaAMF Worldwide Uses BrandSync to Define Strategic Brand For New Bowling Products Manufacturer Partnership
Richmond, Va. - June 16, 2005 - As AMF Bowling Products and Qubica Worldwide announced their joint venture on June 13, they also launched a new strategic brand developed in collaboration with BrandSync, the Richmond, Va.-based Strategic Branding firm. The QubicaAMF Worldwide brand strategy is the foundation for the growth strategy and all future marketing and communications efforts for the new company.
QubicaAMF used BrandSync's pioneering synchronization process to clearly define and align the combined companies with the new QubicaAMF brand, "Power of Partnership". BrandSync facilitated the development of plans for QubicaAMF to generate sustainable growth and enhanced profitability through a fully integrated strategic branding program. BrandSync conducted global research and managed development of the strategy, logo, theme and integrated communications for the launch of the new brand. QubicaAMF initiated this branding program worldwide with the announcement of the venture, which will revolutionize the bowling industry.
To achieve a unified brand, BrandSync led the senior management of Qubica and AMF through a process that focuses on values and operations to leverage the new company's competitive advantage. The end result is a unified organization that is focused on its primary value and strategic target and is operationally coordinated in the execution of the plan to grow sales and market share.
"QubicaAMF is a true alliance of two bowling industry leaders. We knew we had to have a focused, smart strategy in place as we launched the new company," said John Walker, Chief Executive Officer of QubicaAMF. "The research, analysis and recommendations of BrandSync were essential to defining the right strategy-one that reflects our new venture and positions us for rapid growth."
The idea of bringing Qubica and AMF together was first explored in 1999, but serious talks started after an affiliate of Code Hennessy & Simmons, a Chicago-based private equity firm, acquired AMF Bowling Worldwide in February of 2004. "QubicaAMF is an excellent example of how BrandSync partners with private equity companies to add value for their investors," says Rob Martin, Managing Director of BrandSync. "Strategic Branding will focus QubicaAMF on what it does best and will leverage that focus to drive sustainable results and enhanced return."
ABOUT: Since its founding in 1999, BrandSync has been a pioneer in the concept of Strategic Branding. BrandSync is a consulting firm that specializes in synchronizing operations and communications with a powerful and focused brand identity to help Fortune 1000 corporations and middle market companies and their private equity stakeholders achieve their corporate growth objectives. Additional information on the value of Strategic Branding can be found on the web at www.brandsync.com or by calling (804) 545-6880.
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