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When the Swiss technology retailer formerly known as Competec decided it was time for a change, they didn’t just refresh a logo—they restructured the entire company. From internal operations to market positioning, everything was reimagined. The result? Brack.Alltron: a unified brand built on the strength of two household brands.
We sat down with Lukas Keller, Lead PR & Newsroom and Media Spokesperson at Brack.Alltron, to discuss the high-stakes rebrand, the communications strategy behind it, and how the right PR tools helped make it a success.
Listen to the full interview below.
Challenge: Unifying a Fragmented Brand Structure
Operating under a holding structure with multiple sub-companies, Competec faced challenges in brand recognition and operational efficiency. The company's name lacked market familiarity, while its sub-brands, Brack and Alltron, held stronger recognition among private and retail clients. The rebranding aimed to consolidate the company's identity, improve internal structures, and enhance market presence.
As existing PR.co clients, the team already had a newsroom in place—but the rebrand introduced a new layer of complexity. One of the biggest challenges was communicating the rebrand clearly and confidently to a diverse audience, while ensuring continuity and minimizing confusion. The team at Brack.Alltron knew they needed a centralized space to share the story behind the change, keep all stakeholders informed, and unify the individual brands under the new umbrella. This newsroom would become the cornerstone of their communications strategy—a place to reinforce trust, signal professionalism, and bring all brand narratives together under one roof.
Solution: Strategic Communication and a Unified Newsroom
Recognizing the communications challenge ahead, Brack.Alltron prioritized early planning and clarity in messaging. They outlined a detailed roadmap for the rebrand rollout—including messaging, stakeholder updates, timing, and digital assets—to ensure that the transition felt coherent and intentional.
Because they had been using PR.co for years, the team didn’t need to vet or onboard a new tool—they simply upgraded their existing newsroom. Working closely with the PR.co team, they transitioned to a new URL, refreshed the design to match the new brand identity, and ensured that all redirects from the old Competec newsroom functioned seamlessly.
“It was a really fast process,” Lukas said. “But thanks to PR.co, we had our new newsroom, new URL, and new design ready to go on day one. Even our old newsroom link redirected seamlessly. It gave us that brand consistency we needed from the very first moment.”
Features like multimedia integration, a downloadable press kit, and support for multiple brands helped the Brack.Alltron team present a cohesive and professional image to the public—even as major changes happened behind the scenes.
Results: Enhanced Brand Consistency and Stakeholder Engagement
Launching a newsroom that reflected Brack.Alltron’s updated identity allowed the company to project a clear, unified presence across all external communications from the outset. With thoughtfully prepared resources and a professional media hub in place, journalists and partners were able to access everything they needed without disruption—reinforcing trust and reliability during a moment of change.
Internally, the consolidation of brands led to smoother workflows and sharper focus, aligning teams under a shared vision and structure. The process also offered valuable insights into managing communication at speed and scale. As Lukas Keller noted, having a reliable platform and support team behind the scenes made a significant difference in pulling it all off:
“The tool is well-rounded, and the PR.co team has been amazing throughout this process. The support made a big difference—especially when launching something this big.”
