Security Storage Co. of Washington and its 11 corporate affiliates announced the launch of their new brand, The Secor Group. All companies will begin the operational transition to the Secor Group immediately, with full integration expected by the end of 2011.
The brand change will be inclusive of all companies currently operating under the Security Storage holding company, which includes Federal Forwarding, Federal Moving and Storage, Security International, Security International Logistics, Security Moving and Storage, DD&S Express, DD&S Brokerage, Davidson Transfer and Storage, Davidson Forwarding, Bolliger, Morse Moving and Storage, and West End Moving and Storage.
“At a time when most in our industry have been slow to react to changing market conditions, we chose to see this period as an opportunity to stay ahead of the curve and move closer to our customers by finding new ways to create value, innovate and deliver outstanding service,” says Charles Lawrence, president and chief executive officer of the Secor Group.
Lawrence says the process to integrate 13 companies into a singular customer-focused organization with a unified brand was about more than simply establishing a new name, logo and Website. “It was about establishing a common purpose, clear performance standards and operational protocols which drive service excellence and – most importantly – a set of behaviors that create market preference, build brand loyalty and consistently demonstrate the value of working with the Secor Group,” he says.
