Expressing exactly what the process industry is really after, fluidity.nonstop was adopted as the central concept in a communications platform that united the different companies and addressed the market with what they really wanted to hear.
fluidity.nonstop also rallied the organization together, representing the Group’s business idea. It is memorable, different, versatile and strong.
AxFlow customers, the process industries of Europe, want production without disruption. Downtime costs - whether its during filling of shampoo bottles, producing yoghurt or refining crude oil - are crippling. And they far exceed the costs of the pumps used as components in their processes.
The target audience - predominantly production and process engineers - want to fit and forget. In other words, they want ‘peace of mind’.
But who wouldn’t promise ‘peace of mind’? The expression is so over-used it is virtually meaningless. In its place we proposed a concept that is unique, memorable, and highly relevant to fluid handling. It has come to represent AxFlow’s promise and commitment to a whole industry.
