Carlisle Fluid Technologies has rebranded to Binks, adopting a name with deep industry roots and strong market recognition. The shift reflects the company’s vision for the future and marks a step towards a clearer, stronger, and more unified brand identity.
The company chose to elevate its Binks sub-brand to the level of a parent brand with long-standing success as a strong, recognisable brand in the global marketplace,. Reflecting the company’s ongoing innovation, cutting-edge technology, and ability to meet the challenges of modern industries.
With decades of experience, Binks continues to set the standard for precision, reliability, and innovation in fluid technology solutions.
Binks
Customers have long relied on Carlisle Fluid Technologies for advanced material application solutions, but the brand name was not as intuitive or memorable. Binks is shorter, clearer, and carries more authority, a name that customers can instantly recognise and trust.
Our new name, Binks, pays homage to our roots while reflecting the exciting future that lies ahead. This re-brand is an exciting milestone for our company. It represents the strength of our heritage, the innovation at the heart of our culture, and our unwavering commitment to supporting our customers’ success with industry-leading solutions. We are confident that the Binks name will resonate with our customers and partners, both old and new, as we continue to evolve and grow.
Fred Sutter, CEO of Binks
Beyond branding, the reorganisation streamlines the company’s structure, making it easier for customers to navigate its offerings. Managing multiple sub-brands under one umbrella created complexity. Unifying most product lines under Binks reduces confusion and strengthens brand consistency. DeVilbiss and Ransburg will retain their distinct identities due to their strong positions in their respective markets. The transition from the complex Carlisleft.com to the Exact Brand Match (EBM) domain Binks.com is a key part of the rebrand. A short and memorable domain improves online visibility, makes the brand easier to find, and reinforces credibility in the global market. Customers and partners now have a single, recognisable destination for everything Binks has to offer.
The right domain name is an important consideration when it comes to building and protecting your brand. If you’re ready to take the next step and invest in a perfect domain name for your business, contact us to learn more about our available options and how we can help you get started.
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