Competec has rebranded as Brack Alltron, effective September 1st. The move signals a significant shift for the company, with Stefan Fraude, CEO of Brack Alltron, outlining the strategic direction in an interview. Fraude, who joined Competec as CEO in July, emphasizes that the rebranding was a collective decision, not an imposition. He acknowledges that the company needed a fresh perspective, particularly in light of a strong foundation but a need for future-proofing. He points to redundancy in operations, particularly between Brack and Alltron, as a key factor driving the transformation. However, Fraude asserts that while changes are expected, including team reorganization and potential role adjustments, there are no plans for layoffs. The company intends to maintain its four key channels, with Brack not only a name change but also a strategic focus moving forward. The transition has involved a comprehensive internal discussion and development process, with the decision receiving positive feedback from employees. The rebranding is seen as a step towards a stronger, unified identity for the company.
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