NES to Develop Brand Awareness

Jan. 13, 2003
Joseph Guillion, new president and CEO of struggling Evanston, Ill.-based National Equipment Services said recently that the company would move from a

Joseph Guillion, new president and CEO of struggling Evanston, Ill.-based National Equipment Services said recently that the company would move from a decentralized operation, where local branches were responsible for their own identities, sales and marketing activities to focus on a national NES brand. Guillion said recently hired vice president of sales and marketing Don Scott and vice president of marketing Mike Disser will play prominent roles in “creating a national NES brand and coordinating and leveraging marketing and sales efforts.”

The creation of a national NES brand represents a dramatic shift from the company’s founding philosophy and business model it has employed ever since, where each acquired company used its original name and submerged NES as a secondary identity.

“Mike, who was promoted to an executive position in April, has been instrumental in laying the groundwork for this change,” Guillion said. Before joining NES’ corporate staff, Disser was director of sales and marketing for the company’s eastern region and for Albany Ladder, one of the companies NES acquired.

NES is No. 4 on the RER 100.