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What's in a name? Rebrand to expand: Titanium Industries, the world's largest distributor of titanium products, opens a High Performance Metal division to claim a greater share of the non-titanium markets.

Publication: Metal Center News
Publication Date: 01-NOV-07 		Format: Online
Delivery: Immediate Online Access
Full Article Title: What's in a name? Rebrand to expand: Titanium Industries, the world's largest distributor of titanium products, opens a High Performance Metal division to claim a greater share of the non-titanium markets.(MCN CASE STUDY: TITANIUM INDUSTRIES)

Article Excerpt
FOR 35 YEARS, Titanium Industries has been the first name in titanium. The Rockaway, N.J.-based company claims to be the world's largest distributor of titanium. Its website, www.titanium.com, is the default choice for information on the specialty metal. Its strong corporate identity is an asset when selling titanium--but it proved to be a liability in selling other products.

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Over the years, Titanium Industries expanded its reach, adding nickel and other metals to satisfy the requests of existing customers. While those customers took advantage of the company's growing inventory of non-titanium alloys, Titanium Industries found it more difficult to gain traction with new customers.

"Part of the problem we had was going into someone's office and leaving a business card, which says Titanium Industries with a website Titanium.com," says Jeff Wise, the company's vice president of sales and marketing. "That guy comes up with a nickel order two months later and Titanium Industries is not the first name that comes to his...

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