Gefen, the digital connectivity solutions company of Nortek, re-launched its business with a strengthened and revitalised business strategy.

Gefen’s transformative evolution includes an enhanced product development process refocusing its leading edge roadmap, and a new go-to-market program supporting consistent, profitable business delivery to its partner base. This re-launch of the Gefen business is reflected in a new, bold brand and identity refresh indicating a stronger alignment across Nortek’s Technology Solution Group (TSG) brands, offering partners and customers a total solution of connectivity, with the widest breadth of audio and video solution offerings.

New product development processes

The new and completely restructured product development process utilises a methodology of evaluation and rationalisation which determines product market suitability. Leveraging Gefen’s heritage of innovation, this new process translates into a long-term roadmap providing customers with timely and intuitive connectivity solutions that bridge the gap between rapidly advancing technology and real-world applications.

New channel go-to-market program

Gefen is implementing a new, best-in-class go-to-market program, which directly addresses the main concerns of resellers around the world. A new rolled out Universal Pricing Policy will enable channel partners and resellers to significantly benefit from doing business with Gefen.

“It all comes down to implementing criteria-driven programs that ultimately allow everyone to achieve greater profitability,” Gefen’s vice president of global sales and business development Kevin Weiss.

“We’re all in this together, and we all plan on being very, very successful in 2014 and beyond.”

New look and feel

Gefen’s new logo, featuring fiery bold colors, was selected to more clearly reflect the direction in which Gefen is heading and is just one example of updated branding and total solution deliverables.

“It’s no coincidence that we selected bold colors, mirrored across our sister companies,” Gefen vice president of marketing Tony Dowzall.

“When you partner with Gefen, you are at the gateway to a wide portfolio of solution offerings from other leading Nortek TSG brands such as TVOne, Magenta, Niles, Panamax and Furman.”

Gefen’s new logo and colors will be implemented in phases beginning with its website, collateral and new products coming to market.