We began by renaming the 27-year old business, through a simple rationale of positioning it firmly as a trusted expert, independent to the brands it retailed. Eurotech was shortened to “ET” which also incorporated a recent Norwegian acquisition, Eiker Technologies (ET) and provided new meaning; “Evolutionary Technologies”, which has been a core mission and pursuit from its inception. “Works” was added to the naming to imply a sense of hands-on fettling and highlighted that the business only recommends tried and test solutions that work. From this new positioning we were able to establish a route to target audiences, campaigning, ABM and partner marketing activities, forming an integrated promotion strategy.