Specialty gases aren’t just ordinary gases. They are used when genuinely only the very highest quality and purity will do - in calibration and measurement applications, for example, and their purity is often specified to six decimal places.
Yet precisely because these gases and mixtures are so exactly defined, products from different companies are identical. Differentiation can only be achieved by demonstrating the quality of the supplier and of the service.
In a concerted effort extending over a whole decade to differentiate itself, AGA/Linde has consistently emphasized this quality and pinpointed the company’s expertise. It has focused on the new methods it has developed to assist in gas selection and ordering. It has consistently communicated that its sales force has the competence to make a concrete contribution in the customer’s choice of the most appropriate gases, mixtures and equipment. And it has succeeded in demonstrating how there can be a significant difference between two identical products.
The process has been implemented across the board with communications activities reflecting and supporting the major developments in product range, selection tools and services.
To drive this message home and reinforce it, the complete speciality gas range of products and services was also branded. Under the name of HiQ® (and for the first time ever on this specialist market) the whole speciality gas offering - products, services and personnel - was effectively relaunched. Instead of looking for any of a number of suppliers of a very specific gas mixture the customer now needs only to look for the HiQ® name; after all, as the brand definition states: HiQ® makes the whole subject of specialty gas, its selection, use and handling easier, more rational and more worry-free. You can’t ask more than that!
