Who Goes First

I have written a number of times about the recent retiring of the Permacel brand name for gaffers tape. It has caused a minor upheaval in our marketing and shipping departments, but most customers seem willing to accept the change. It’s true that Shurtape had been making these products under a license from Permacel for the last couple of years, so the only real change has been in the name.

Now a new question has arisen. Who, among the major tape converters and distributors, is going to be the first to totally abandon the name Permacel and go with the designation Shurtape 665. We have played with different labeling designations includeing Permcel/Shurtape 665, Shurtape-Permacel 665, and just “665 Gaffers Tape” but nothing has taken hold. Most of the resellers of this product continue to call it Permacel 665 and the primary converter continues to call it Permacel 665 on their own web site.

Furthermore, Shurtape has been slow in updating their own web sites to show the correct specifications and colors for the products that have been rebranded Shurtape.

We work with many high volume customers who base their purchasing decison on maufacturers specifications and it has been difficult to convince them that the products are unchanged. When we tell them the product are the same, yet the Permacel and Shurtape web sites disagree on the specs of the tape, it is difficult to support our position.

It will be interesting to see if individual resellers are allowed to make the name change at their own pace or if the manufacturer (or Permacel) will force an accelerated adoption of the new name. More later!

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