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Creating a Branded Sense of Urgency: BrandExtract helps launch DistributionNOW

June 10, 2014

HOUSTON – DistributionNOW, formerly a critical arm of National Oilwell Varco, is now a separate independent company. To help define and launch their new brand, the energy and industrial sectors’ leading distributor of pipes, valves, fittings and artificial lift systems turned to Houston brand experience firm BrandExtract, LLC.

DistributionNOW (NYSE: DNOW) officially became its own entity on Monday, June 2. On June 3, Chief Executive Officer Robert Workman and Executive Chairman Pete Miller rang the opening bell at the New York Stock Exchange.

Late last fall, as DistributionNOW was exploring innovative ways the new company would enhance customers’ supply chains, BrandExtract contributed to the exciting transition, designing the logo and the full identity package, collateral materials, fleet vehicles, apparel, videos, advertising and a re-skin of the company’s website.

“The new name not only makes clear what it is they are about, it also suggests an ongoing sense of urgency, and that they never rest,” said Elizabeth Tindall, Brand Strategist at BrandExtract. “Our goal was to make sure the corporate voice and all branded materials convey that message.”

“We are coming from a very large, known entity with a lot of brand equity in National Oilwell Varco,” said Brad Wise, Vice President of Business Development and Marketing. “The challenge is to capitalize on that, yet become our own distinct brand. BrandExtract helped us define our true identity and express it across all touch points.”

“DistributionNOW is a great client partner for us,” said Bo Bothe, President and Chief Executive Officer of BrandExtract. “With their global presence, their massive selection of products and supplies, and an endless list of strategic relationships, DistributionNOW makes a significant impact on the energy and industrial sectors. We’re excited to play a role in their continued success.”

As of June 2, 2014, that success will be measured by the value of the company’s stock. To experience a little of the DistributionNOW brand, and to learn more about this growing company, visit