One Name, One Brand, One Aequs

It all started in the year 2014, when the management of what was then QuEST Global Manufacturing made a strategic decision to rebrand the company, separating from the already well-established brand of QuEST.   The rebranding exercise sent clear signals as a first chapter in Aequs’ development unfolded. This new company would be an umbrella brand under which all manufacturing business units would operate and, more importantly, grow.

When Wright brothers flew their first successful airplane, they would not have imagined such a complex nature of industry required in future. Now, it is almost next to impossible for a single organization to manage the complete ecosystem by its own.

The new brand is more than a cosmetic name change. Instead, it marks the launch of an exciting mission aimed at delivering increasing value to employees, customers, partners, investors, as well as the communities in which an organization operate.  This mission is not without risks and challenges however, through a unified array of capabilities and clearly defined strategies, success is within reach. 

“One Aequs” is an approach that enables all “Aequals” to be more and, do more. These key areas are essential elements of One Aequs:

?       Unmatched capabilities: with our global precision engineering and manufacturing capabilities, we can leverage the best and brightest from the employees. This wealth of experience, from project management to supply chain to precision machining, results in a stronger, networked organization.

?       Unified customer engagement: by uniting behind a single brand, our appeal and commitment to customers can be more easily demonstrated. This places a very high priority on every employee to appreciate how individual actions reflect on the whole of the organization, be they positive or negative.

?       Optimized support structure:   our centralized Shared Services organization can deliver consistent, cost-effective support across the enterprise in the areas of human resources, financial management, and IT.  This especially benefits our operations outside India from a competitiveness perspective.

Isolation and working separately has no place in One Aequs. Group-wide familiarity with our products and capabilities as well as our strategy and values are essential to the strength of the enterprise. This philosophy places greater responsibilities on each of us: we must take the initiative when needed to join efforts and forge a consistent identity and culture as we deliver winning customer solutions.

Today, 3500+ Aequals spread across three continents must stand unified and undaunted as we face challenges together. Our core values: Transparency, Trust, and Respect, must be deeply rooted and remain our core DNA for One Aequs.  Remember, culture is nothing more than a collection of behaviors. Individual behavior and organizational behavior centered around our values will no doubt be a lasting source of competitive advantage.

Devjeet Majumdar

Source: https://www.aequs.com/blog/one-name-one-brand-one-aequs