Shannon reflects on name change, preserves INSULTECH brand
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The end of 2019 brought a change to Shannon, a change of name. The company rebranded itself to Shannon Global Energy Solutions, the first such change for the company since its founding in 1988. Almost a year into the change, the feedback from Shannon business partners and customers has been positive. The new company name came about during a larger refresh of Shannon’s image, including an update of its corporate profile and website. Shannon Global Energy Solutions, however, will continue touting its INSULTECH® brand name to describe certain product lines because customers equate INSULTECH with quality.

Part of the reason for the name change was to reflect how Shannon has grown since it began 32 years ago.

“Our previous name was Shannon Enterprises of Western New York, so the name implied that we were a regional company,” said Joe Lauria, Shannon’s director of sales and marketing.

“Our previous name was Shannon Enterprises of Western New York, so the name implied that we were a regional company,” said Joe Lauria, Shannon’s director of sales and marketing.

Shannon as a company had grown considerably from its beginnings, moving into several new markets around the world. The word ‘global’ emphasizes that growth.

“In 1988, we were a local company, but we’ve grown and done energy projects in 52 countries,” said Lauria. “We’re really a global company, no longer a regional player.”

The phrase ‘Energy Solutions’ was added to the name as well, to properly convey the nature of Shannon’s products.

“All the products we manufacture are centered around energy,” added Lauria.

For instance, thermal blankets prevent the escape of heat energy, which both protects workers and saves the client money. Similarly, Shannon’s acoustic blankets work to diffuse the vibration energy of loud components. Hence, Shannon’s insulation blankets provide ‘energy solutions’ for their clients.

The rebranding effort also helps Shannon differentiate itself from competitors with similarly-named products. Shannon’s INSULTECH product line, for instance, is a registered trademark, but some competitors have referenced the name to describe what they sell. Rebranding as Shannon Global Energy Solutions helps the company clarify what it offers and remind the market that INSULTECH refers only to Shannon’s product line.

Rebranding also extended to the company’s new slogan, which now reads “Engineering reusable solutions for a sustainable planet.” This new tagline helps sum up the values held by Shannon’s employees.

“That one sentence really describes our company and all we do,” said Lauria.

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