HarbisonWalker International Debuts New Branding at Glasstec 2016

HarbisonWalker International (HWI) —a global leader and largest U.S. supplier of refractory products and services with a legacy of more than 150 years—will debut its new brand positioning and reintroduce its products to the international glass industry at Booth 13E53 at Glasstec 2016 this week. Held in Dusseldorf, Germany, Glasstec is the international trade fair for glass production, processing and products.

HWI Glass Industry Updates
Visitors to the HarbisonWalker International booth will meet with the company’s refractories experts and learn how its proven products, including, VSION^®, TZB^®, SERV^®, JADE^®, ZIRMUL^®, KORUNDAL XD^®, VISIL^®, NARMAG^®, CLIPPER^® DP, and almost 100 others, are addressing the diverse needs of the international glass industry.

In addition, the company has also announced that the following glass products are now available at HarbisonWalker International’s locations in Bromborough, Wirral, United Kingdom, and Cilegon City, Banten, Indonesia:
• SHOTKAST^® FS
• ZIRMUL^® 160 PATCH
• JADE^® 50 DCX
• HORIZON DC

Glasstec attendees to the booth will also learn that HarbisonWalker International is the glass industry’s exclusive distributor of Emisshield® coatings manufactured by Emisshield, Inc. Developed by NASA and used in hundreds of various kinds of furnaces worldwide, Emisshield is a proprietary, high emissivity refractory coating that is proven to increase efficiency, reduce emissions, prevent oxidation and corrosion, and reduce maintenance in a process heater. HWI also provides in-house installation services for all Emisshield coatings.

“Over 85 years of research and development in the glass market have enabled us to pioneer innovative glass refractories solutions” said Steve Delo, chairman and CEO, HarbisonWalker International. “While our brand looks new to glass customers and the industry, we continue to offer products that set industry benchmarks. We combine these products with technical expertise and support teams that anticipate, respond and deliver like no one else. As a result, we’re helping the glass industry to innovate, maximize furnace performance and improve energy efficiencies across the globe.”

Delo also noted that while transformation of HarbisonWalker International is ongoing, the launch of its new external branding is a milestone that marks the right time to tell the international glass industry its story of rebuilding, realigning and rebranding.

Rebranding HWI
In early 2015, the company rebranded to become HarbisonWalker International after extensive market research among employees and customers pointed to high awareness and equity in the HarbisonWalker name. Formerly, known as ANH Refractories Company, its family of companies included longtime industry leaders, A.P. Green Refractories Company, North American Refractories Company, and Harbison-Walker Refractories Company.

“Beyond naming, we utilized the market research to understand what traits about us needed to be reflected in our brand,” said Carol Jackson, senior vice president and general manager, HarbisonWalker International. “Above all, the brand needs to communicate the promise we are prepared to deliver, every day to our stakeholders, internally and externally.”

Third-party market research indicated that HWI possessed some of the most positive perceptions in the industry. Customers recognized HWI as defenders and champions of their business. Further, they placed tremendous value on the “whatever it takes” attitude that HWI employees bring to work each day.

“’Intensity at work’ represents more than a marketing slogan for us,” said Jackson. “At the center of our products and industry leadership is the intensity each of us brings to work each day. Customers told us that we do anticipate, respond and deliver like no one else; anytime, anywhere; and that our experts understand every inch of the refractory business.”

The brand rollout includes an entirely new intranet, website, print and digital trade advertising campaign, tradeshow booth and collateral materials. It has also updated a mobile app for use in the field, and new signage across all locations continues to be put into place.