Neal and Massy is now Massy

The company launched its new corporate identity on Monday evening at the National Academy for Performing Arts (NAPA), Port-of-Spain.

Speaking to members of the media, President and CEO of Massy, Gervase Warner said in 2011 the company did a strategic planning exercise where they realised there were real opportunities for them to deliver more value to customers by putting everything within the Neal and Massy group together.

On the rebranding, Warner said work on that started in August 2013 when they started picking a name and determining what the logo will look like. During his presentation, Warner said the name Massy was chosen because people commonly used ‘Massy’ when referring to the Group.

“For me, this isn’t a big of a risk like it seems to other people, it just made logical sense. It’s a lot of research and process that went behind this, the vision, the strategy, the recognition, it works if we could do so much more for consumers and customers,” he said. The new name will now be the unifying brand across all of the conglomerate’s subsidiary companies.

Neal and Massy Automotive Limited will now be known as Massy Motors; Marketing and Distrbution will now be known as Massy Distribution; and the popular HiLo will now be known as Massy Stores. Many persons expressed concern about the name change for HiLo and Warner explained why that had to happen.

“The logic for it is not that we wanted to change HiLo, the logic is when you have a common name like Massy Stores supermarket, Massy Stores Pharmacy, it is very easy for a consumer to see a connection between all of these businesses...it becomes something the consumers can feel comfortable, the system is the same group of people, treated the same way, it’s very hard to do that and call it HiLo, it sort of doesn’t work. We want to move towards a group of companies that provides value to consumers we had to pick a name,” he said.

In addition to the name change, Massy will now have a loyalty card called the Massy card which can be used group-wide. It can also be enabled with credit for qualified customers.When asked the cost of this rebranding, Warner admitted it was an expensive process and said it cost the Group “tens of millions of TT dollars”. He said they did not have the final calculation of the cost as yet.