Brush on your chemistry - Beryllium Limited sees chain reaction to growth and profitability.

Guardsman Armoured Limited has rebranded as Beryllium Limited, Beryllium is an alkaline earth metal that is strong, lightweight and works well in combination with other elements.

President and CEO of Beryllium Lititia Myers-Gray said that “Just as how beryllium is important in our everyday lives, we want to be that element of value and significant trust to our clients and all our stakeholders”.

This statement is a clear indication of the firms intention to undertake the customer intimacy strategy as they seek to build out the value systems that can drive a significant return for stakeholders.

With the atmosphere positively charged, she was also keen to make the distinction that “We're not an armoured truck company, we're not a cash company, we're not a security company. We are an outsourcing company that provides finance and technology for our customers,” when she spoke on Tuesday at the AC Hotel in Kingston during the company's launch.

In order for firms to grow sometimes a rebranding is necessary especially when the re-valued enterprise is intrinsically different from its former self. If the newly formed firm is to achieve their stated objectives then the entire firm must mobilize, buy into and bond to the new values.

The business will play in the following arenas process outsourcing, customer service outsourcing, currency management services, technology services. They will also look to grow into adjacent lines of business such as business intelligence.

The new CEO was also keen to point out the renewed focus and direction of the company when she said “It is said that to be an invincible company requires an organization to constantly reinvent itself, cultivating an innovation culture and not being confined to traditional industry boundaries.”?

This was a yet another clear indication of the firms other key strategies namely, product leadership - one that is characterized by product range, depth and quality as well as innovation. We can look towards aggressive acquisitions and the build out of capabilities as the firm builds out its value stack.

The CEO went on to say "It necessitates a constant cycle of exploring growth opportunities while exploiting current services, searching for new value propositions and profit maximization." It is clear that the firm has discovered a new valence driven by revalued and revamped value chains that it hopes can be leveraged to drive strong returns on capital employed.

Multi-layer, highly reactive and integrated, data driven enterprises seem to be the most recent trend as firms both locally and globally seek to reconfigure their value chains in order to meet changing customer values and requirements as well as to stave off disruption from those 'would be' competitors who seek to decouple their value chains and take the best bits.

By executing this move Beryllium hopes to move the boundary of the effective frontier farther in order to differentiate itself from its competitors and create massive value for shareholders and consumers.