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InterviewAPOLLO NO LONGER FITS THE BILL…Yet travel in space will soon be open to the public at large!Photo: NASAThe symbol of an era – a name that communicatesstrong values that transcend a product. It representsa lot, both in respect of the company and its clients.But despite this, sometimes one has to know whenit’s time to move on and risk surprises! The managementat Tornos decided to change things with thewell-known DECO machines … a change our editorialstaff just had to find out about! A meeting wasarranged with the heads of the Business-Units,Messrs. Cancer and Nef and with Mr. Kohler, who ishead of marketing.As I approached the meeting, I asked myself whatnews would be awaiting me. In the meeting room Inoticed some panels, which seemed to show alternativepresentations of the machines. My curiositynow awakened, I decided “to go for it”.DECO Magazine: Hello gentlemen. Are theregoing to be name changes at Tornos ?PYK: More than changes in name – we shouldrather be talking about a change in policy regardingthe brand and company name. We are not going torename more than 5000 DECO and MULTIDECOmachines that are already installed. We carried outan audit and are planning a review of our global corporateidentity. We want to reinforce our image asan innovator in the market – and thereby strengthenthe position of Tornos! The inevitable consequenceof this decision is that the Tornos logo and brandname will be upgraded. The “Tornos-Technologies”logo, for example, will disappear! We want to bemore consistent throughout the world. Tornos is astrong company that markets its product range tospecific sectors.DM: So you won’t be changing the names ofthe machines ?PYK: Some developments involve planned changes.I’ll hand you over to the heads of the Business Units,Messrs. Cancer and Nef, who will provide moredetailed information.CC: What we’ve done is analyse the situation onthe basis of possible developments and we wantedto take a decisive leap with regard to the names, tounderline the fact that innovation is always of primeimportance to us. The strength of the DECO brand6 DECO MAGAZINE03 / 06