BERKLEY, MI — Certified Restoration Drycleaning Network (CRDN) has introduced a new corporate brand image, along with publicly launching its redesigned website and new mobile phone app, according to a press release.
CRDN has officially adopted its common-use acronym as the company''s primary brand identity, while simultaneously revealing a new corporate logo, which borrows graphic elements from the logo in use since 2001, and has deployed a new company descriptor: "The Textile Experts," the release stated.
According to the release, CRDN took the occasion of the company''s 10th anniversary to re-examine its identity and market position.
The announcement follows months of exhaustive market research and planning, during which CRDN surveyed and interviewed customers (homeowners), franchise partners, insurance adjusters, agents, insurance executives, third-party administrators, restoration contractors and employees to obtain opinions, feedback and intelligence on the company''s leading market position, the release noted.
"The research confirmed for us that we have built considerable equity in the CRDN brand over the past decade, so there was no need for a wholesale reinvention," said CRDN Chief Executive Officer (CEO) Wayne Wudyka.
"That being said, most of our external and internal audiences refer to us as CRDN already, and at the same time, the use of the word ''drycleaning'' in our brand name was too restrictive and not representative of the full breadth of services we provide. We are confident that ''The Textile Experts'' more accurately captures our brand position. So this move was more of an evolution than a revolution, which the data dictated course on," Wudyka added.
Click here to read the complete release.