A new name for Accastillage Diffusion
If ever a shipchandler's name was part of the nautical landscape, it's probably Accastillage Diffusion and its 50 years of existence. From now on, we'll have to say AD Nautic, a new christening name which, according to Michael Amoros, Director of the Intermer head office supplying the franchise network, is justified both by boosting digital notoriety and international visibility: "The name had in fact been in our files for around ten years, following a brand platform, accompanied by communications agencies. At the time, it seemed a little early, and we were afraid of rushing our customers. It's a simple idea, like all good ideas. We're capitalizing on our nickname, with everyone calling us AD. This will give us greater visibility, with a shorter name. The word diffusion also refers to an old-fashioned way of marketing. AD Nautic is more modern and friendly, and works better in all languages."
A choice not without material consequences
The name change implies numerous changes within the network. No fewer than 150 store signs will have to be changed. The website will be transferred, avoiding any loss of referencing and brand awareness. Packaging and goodies will also have to evolve. Michael Amoros has set an ambitious timetable, while remaining rational in terms of expenditure: "We're going to carry out the project with due diligence. The network has been warned for over a year. The aim is to have changed the signs by the end of February and have everything ready for the new catalog. We'll be communicating the name change in an insert in our end-of-year advertising. In any case, it will be a gentle evolution. We're keeping our graphic cues, such as the double shackle and the color code. As far as packaging is concerned, this will be done as stocks are renewed."
Repositioning the control unit
At the same time, the Intermer center, which groups AD Nautic stores, has also given itself a logo and a more visible existence of its own, as its manager explains: "Intermer is positioned as a brand house, with AD Nautic and ADG - Accastilleurs du Golfe underneath. We have a network coordinator dedicated to ADG who is working to grow the network, which we have now been cataloguing for a year."
