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Craig Hath of Zuza talks about rebranding their business

Published on September 7, 2012

Craigh Hath, "Port Master" of Zuza, talks to Cary Sherburne about the path they took in creating a new brand and logo for their two companies that were combined into one.

Cary Sherburne: Hi. I’m Cary Sherburne, Senior Editor at WhatTheyThink.com and I'm here with Craig Hath who’s with Zuza. Now that’s a cool name.

Craig Hath: Thank you.

Cary Sherburne: Relatively new name, I understand? You’ve recently rebranded your company. Maybe you could tell us a little bit about that.

Craig Hath: That’s right. Thank you, Cary. Zuza is a new name. We adopted it about September of last year. Prior to that, we were actually two companies and operating under one roof. We were CPS Printing, which was a long time commercial printing company in Southern California. And some time about four or five years ago, we formed a second company that we called the Cordius Group, and Cordius Group was the marketing services provider company. And we began to realize over time that we were probably, more than anything, confusing our customers with two brands and different—what we were trying to position as different products and services.

And as it turned out, really everything Cordius sold CPS provided and vice versa, so we made a decision early in 2011 to begin a rebranding process. So we brought in a brand expert to work with us. His name is Ron Marcus. And we started the process early in 2011, came up with the name probably about six months later; it took that long.

Cary Sherburne: Hard, isn’t it?

Craig Hath: Yeah. And there was a lot of research and effort that went into even deciding what type of a brand we wanted to pursue. So we needed to determine, you know, what our product really was, what our brand messaging was, who our clients really were, and those kinds of things, before we actually started working on the name.

Cary Sherburne: So you came up with the name and then the logo development, was that the same consultant, because the logo is very cool on your card. I don’t know if our viewers can see this, but they can certainly see it on your site, which is probably zuza.com?

Craig Hath: It’s zuzamam.com. And the logo development process was conducted through the same branding company with our help. It was pretty much a collaborative effort with some of the folks that we trusted internally to help us come up with the logo once we picked the name, which Zuza is Zulu for “to win a prize.”

Cary Sherburne: Oh really, okay.

Craig Hath: Right. And our branding study revealed that we offered often services that helped our customers become champions of what they did, marketing champions typically.

Cary Sherburne: So your messaging is around that. That’s very cool.

Craig Hath: Yeah.

Cary Sherburne: And your title is Zuza Port Master.

Craig Hath: Right.

Cary Sherburne: Okay.

Craig Hath: So again, everything about our brand is really designed to engage our clients. So it’s to make us intriguing and interesting and have a story behind everything. So my title prior to the Zuza rebranding was Managing Director of Business Development, right? And we thought that was…

Cary Sherburne: That’s pretty exciting.

Craig Hath: Yeah, that’s exciting. And so we looked at our titles and said, you know, we need to do something different. Our product typically is an online service or it’s a portal. So the idea of becoming the Port Master came to us and we felt that because my team builds those portals and I lead the team, that I would be the Port Master.

Cary Sherburne: That’s terrific, that’s terrific. So that probably gets into some pretty interesting discussions with customers.

Craig Hath: It does. And we’ve been visiting with some very high-level clients that have—all of our clients have told us that they love the brand, that they understand why we did it and we have had no pushback. But some of our highest level clients have been really pleased that we did this.

Cary Sherburne: Because?

Craig Hath: Because they felt that it really separates us from some of the other providers that are doing things, and we were even told by one customer that, you know, there’s some big players in this space and they talk about doing things. You’re the first one that we visited that is actually providing the things you’re talking about.

Cary Sherburne: Wow, that’s high praise. Congratulations.

Craig Hath: Thank you.

Cary Sherburne: Thank you very much.

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