General Shale Launches Branding Strategy, Expands Products

Words: Dan KamysGeneral Shale Launches Branding Strategy, Expands Products


General Shale, the North American subsidiary of Wienerberger AG, began 2012 with an aggressive expansion of product offerings, along with a shortened name and a revamped logo to more accurately reflect the scope of its operations.

Effective immediately, General Shale Brick will be known as General Shale to symbolize the company's significantly expanded product line. In addition, General Shale's new logo will better represent the company's enhanced image as a comprehensive provider of masonry selections and outdoor living products.


In addition to its corporate brand, General Shale has established the following sub-brands:

  • Building Products
  • Outdoor Living Products
  • Renovation Products
  • Arriscraft Building Stone, Brick and Limestone, a subsidiary of General Shale.

With its product expansion and brand restructuring, the Johnson City, Tenn.-based company will continue to transition itself in phases over the next two to three years as marketing materials, location signage and other branded entities will need to be updated with the new name and logo.

"Consumer trends and preferences continue to evolve," says General Shale president and CEO, Dick Green. "Our new business model signifies our company's commitment to providing our customers with a variety of product solutions, whether they involve building a new home, remodeling or improving their outdoor living area. While we will always remain true to the core product that has been the basis of our success – and we believe brick is still the most durable, most attractive and 'greenest' building material on the market – these new products provide our customers a full range of choices for all their building and remodeling needs."

General Shale's corporate and local marketing efforts will re-emphasize direct sales to consumers while continuing to meet the rising demands of the entire building industry. Green points out that two key factors differentiate General Shale from its competition: The general public may purchase all products directly, including the new line of outdoor living selections and thin veneer products; and all products are professional-grade materials used by building contractors and landscaping companies.

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