Neopost becomes Quadient in brand overhaul

Neopost has launched a sweeping rebrand as Quadient, in a move which the company says reflects its back-to-growth strategy.

The new name, accompanied by a new logo and tagline – “Because Connections Matter” – has begun to roll out across the company, according to Karen Kavanagh, marketing director.

“This is an exciting time for our company, its partners, and of course our customers. We look forward to sharing more on the identity as we roll out our new identity in the Australian market. This will be managed on a staggered basis between now and the end of January 2020,” she said.

According to Stuart Macdonald, Australian managing director, and Gilles Wozelka, COO of international operations, Neopost has helped companies connect customers around the world, but expectations are now changing.

“As customer expectations continue to evolve to meet and match their always-on existence, building a strong connection with customers requires a focus beyond physical channels.

“The connected customer expects immediacy and simplicity. They want experiences that are personalised, readily-available, consistent, meaningful, convenient, and secure — regardless of the channel,” they said.

The rebranding gives Quadient a unified purpose focused on the future and its customers, said Macdonald and Wozelka.

“Over the past 18 months, we have worked to unite our industry leading solutions – Quadient Customer Experience Management, Neopost Mail-Related Solutions, Business Process Automation, Parcel Locker Solutions and Graphics Solutions – under a unified brand. We are focused on delivering solutions that create relevant and personalised interactions,” they said.

Geoffrey Godet, CEO, added that the rebranding reflects Quadient’s drive for sustainable growth and its commitment to innovation.

“In January 2019, we unveiled our new strategy aimed at growing our company and moving away from being a holding company to a focused, integrated organisation.

“It was critical to align our corporate brand platform with this new strategy, using a purpose-driven brand to help businesses leverage our entire portfolio of solutions to simplify and solidify interactions with their customers.

“This change comes at a defining moment in our company’s history and is instrumental in unifying our global organisation around a common aspirational brand,” he said.

Quadient says it will focus on four key solutions: Customer Experience Management; Business Process Automation; Mail-related Solutions; and Parcel Locker Solutions.