Page 3 - HUB-4 Magazine Issue 77
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 Rokbak feature story
 Why Rokbak?
Read on to find out!
Ever wondered what goes into launching a new brand? Jacqueline Reid, who led the team behind the award-winning Rokbak rebranding project, reflects on a successful first year and tells all about the renaming process – from how it came about to why it was needed.
It’s been just over a year since the strong, modern Rokbak brand entered the market – but it was about three years earlier that the team started working on the project. “In 2018, we did market research with current and previous customers, in markets where we were doing well and in those where we weren’t so successful,” says Jacqueline Reid, Global Director of Marketing Communications & Product Management. “We discovered that some legacy issues had left a few unpleasant memories with customers. They no longer thought of Terex Trucks as a brand for today, so it was clear we had to do something.”
  www.hub-4.com Nov/December 22 - Issue 77
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