Page 3 - Hub-4 Magazine Issue 74
P. 3

 Feature
Story
 Toughening up: the
devil is in the detail
for Rokbak
Rokbak’s reputation for manufacturing highly reliable articulated haulers on the market is growing, with the new brand representing the continuation of its strong hauling heritage with a future-focused vision.
 Company rebrands can sometimes confuse audiences. For example, when Facebook and Weight Watchers shifted to Meta and WW respectively, there were more than a few questions wondering why.
On the other hand, when Terex Trucks announced its name change in September 2021, there were no such questions. That’s because it was a natural shift to a new name – Rokbak – that needs no explanation and was immediately understood by customers.
“It’s a name that embodies rock-solid strength, robustness and our brand’s promise to always have the backs of customers,” elaborates Rokbak’s Managing Director, Paul Douglas. “Our customers were already referring to our haulers as ‘rock trucks’ so it made perfect sense. We talked to our dealers and customers about potential new names, and ran research and focus group exercises. Our team found the Rokbak name worked really well across all international markets, instantly conjuring up the sense of power, performance and reliability.”
 www.hub-4.com May-June 22 - Issue 74
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