23
dominance of the group and are afraid of a monopol-
istic market position.’ Paul White sees things com-
pletely differently: ‘Yes, we have had feedback from
customers, but it tends to be positive. People trust the
group more. The two brand strategies pursued by Farrel
and HF in parallel never really worked and raised doubts
among customers in relation to our ethics. The “Best of
the Best” one-brand philosophy works well and is ac-
cepted. The customer sees the HF MIXING GROUP as
a market leader supplying highly specialised systems
which also occupies a commanding position when it
comes to research and development.’
One common image as a brand – is that an asset for
the company? ‘Absolutely,’ says Paul White. He gives a
clear answer while speaking on behalf of the other loca‑
tions in summarising the market’s reaction to the
rebranding: ‘The number of orders we have received,
which has broken all previous records, speaks for itself,
doesn’t it?’
Customer
Trust
Presence
Commonality
Asset
Company
Research
Unity
Enhancement
Philosophy
Strategy
Umbrella brand
Cooperation
Commitment
Strength
Production
Ambition
Passion
RELIABILITY
Sustainability
Employees
brand
Identification
HF mixing group
Family
Eminence
Image
