SOURCE: Katahdin Industries, Inc.

Katahdin Industries, Inc.

November 02, 2011 08:00 ET

Katahdin Industries, Inc. Launches Comprehensive Rebranding Initiative

Findings of Commissioned Research Study Provide Valuable Insight for Sustaining Long-Term Growth and Success

DEDHAM, MA--(Marketwire - Nov 2, 2011) - Katahdin Industries, Inc., a provider of high tolerance coating applications and specialized metal finishing technology and services to the medical device and industrial markets, today announced a comprehensive enterprise-wide rebranding initiative. The rebranding launched as a result of an in-depth market research study commissioned by the company to determine the best approach for achieving aggressive long-term growth. The rebranding impacts Katahdin Industries and its subsidiaries Precision Coating, Precision Fabric, DCHN and Sanford Process. In addition to the recent introduction of a new logo and tagline, a fully redesigned website and new marketing collateral is planned for 2012.

The study utilized qualitative research methods to glean insight into the marketing direction Katahdin Industries should take to meet an aggressive growth strategy centered on organic growth, acquisitions and further concentrating the business in the medical device market. Inquiries with customers, employees and investors revealed that Katahdin needed a strategic brand position that was relevant to both its commercial and investor constituents.

"This important research revealed that Katahdin had little, if any, known connection to its subsidiaries -- a significant disconnect given their positive reputation among key constituents for being reliable, trustworthy partners and seasoned experts in the coating applications and metal finishing technologies industries," said Tim Cabot, CEO, Katahdin Industries, Inc. "We discovered throughout this process that we needed to position Katahdin closer to the industries we serve and create a defined brand that is both flexible and extendable to our subsidiaries, building credibility with both our customers and future acquisition partners."

One of the first major changes resulting from the research is a newly designed logo for Katahdin and a new tagline -- "The surface is only the beginning" -- that serves to "connect the dots" between the market, the subsidiary offerings and the promise of the Katahdin parent brand. The new brand has been adopted by all subsidiaries to carry it throughout the enterprise. Subsidiary brands now carry the descriptor, "A Katahdin Company."

Work on a new website and marketing materials will be completed in 2012.

About Katahdin
Katahdin Industries, Inc. (www.katahdin-inc.com) provides high tolerance coating applications and specialized metal finishing technology and services to the medical device and industrial markets through platform-focused subsidiaries. Katahdin's coating operations are conducted through Precision Coating Company, Inc., one of the largest medical device coating applicators in the world, specializing in PTFE and Teflon® coating applications. A separate co-located company, Precision Fabric, is a worldwide distributor and converter of PTFE coated fabrics, tapes and belts. Specialized metal finishing services are conducted through DCHN, LLC, an industry leader in technical aluminum and titanium anodizing, electro-polish and passivation, and other related services. Sanford Process Corporation provides hard coat anodizing solutions and intellectual property to a range of well-known OEMs and their prime subcontractors worldwide, with an increasing presence in Korea and China.

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