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» SECURITY SPECIALIST Mul-T-Lock has unveiled a new , integrated branding strategy to boost brand recognition and create clear product hierarchies for consumers , with the aim of driving sales for locksmiths .
The new branding strategy includes a united logo , new platform names , an updated colour scheme and premiumdesigned new packaging to integrate each of Mul-T-Lock ’ s patented platforms – creating a stronger association between the brand and
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the hierarchy of its products . As part of this rebrand , the patented platforms have been renamed structurally to clearly demonstrate the value of each product . Platforms will be represented by the name “ MTL™X00 ”, ascending in number according to value , and appearing on both product packaging and on Mul-T-Lock ’ s legendary key heads .
Currently , the Mul-T-Lock brand is recognised all over the world by its trademark name and logo , blue colour scheme , and unique key shapes , with locksmiths very familiar with the company ’ s various platforms : MT5 ®, Interactive ®+, ClassicPRO ®, etc .
However , research recently found that consumers
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would benefit from a better understanding of the hierarchy between the various platforms , and that both Mul-T-Lock and its customers could benefit from strengthening the association between the brand ’ s identity and products . Sam Shterenshus , CEO of Mul-T-Lock , comments : “ As a company , we pride ourselves on being a locksmith ’ s preferred partner , but as we continue to strive forward we aim to open up the conversation to consumers also .
“ After in-depth research , discussions with valued partners and locksmiths plus focus-group testing , we decided to adopt a new scalable naming system that would immediately click with customers .”
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Whilst remaining the trusted and professional brand that locksmiths love , going forward end-users will be able to understand each platform ’ s position in the range , with this understanding starting a more open dialogue between locksmith and consumer .
The new branding strategy stipulates that the new display boxes will carry only off-theshelf products , shipped in plastic bags and refreshed blue boxes , where locksmiths can decide which packaging to use according to their go-to market strategy .
www . mul-t-lock . co . uk
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» BRINGING CLARITY AND light to interior spaces with their glass solutions , dormakaba , has added a stylish new range of matt black fittings to its glass door range . Available for hinged , pivoted and sliding doors , the powdercoated NIGHT EDITION # 304 installation sets , locks and handles will ensure a highquality finishing touch .
A range of dormakaba sets are now available in the new NIGHT EDITION # 304 finish , including the MUTO M 60 Wall and Ceiling Mounted Sets . The set is completed with a matt black pull handle , and the DORMOTION damping mechanism , which requires no glass preparation – saving on installation times .
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Locks , hinges and levers in the Studio Rondo and Classic Sets are now also available in the new finish , whilst the MUNDUS Comfort Set has matt black fittings in PT10 , PT20 , floor pivot , top pivot and pull handle .
In addition to the sets , selected individual fittings such as Mundus office locks , pull handles , and wall connection profiles are also included in the NIGHT EDITION # 304 , ensuring a full scope of products fit for a range of end-user requirements .
Archie Teagle , Product Marketing Manager at dormakaba says , “ Matt Black finishes have become increasingly popular , they
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provide a beautiful finishing touch to interior design that stand out from the norm . Responding to customer demand , we have developed our NIGHT EDITION # 304 fittings to complement our popular glass door products .“
As a special feature the fittings confidently bear the “ NIGHT EDITION # 304 ”
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name in laser engraving on one element in each product range .
To celebrate the launch , dormakaba is offering a promotional period of special pricing until 30th April 2021 . For more information on this pricing , please contact info . gb @ dormakaba . com or visit www . dormakaba . co . uk
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