Established in 1998 primarily to grow the Western Union network in the country, PETNET’s new brand name PERA HUB is positioning the company to become the country’s largest and most preferred urgent transactions center.
Last May 19, PETNET officially announced to its business partners and key stakeholders its new brand name, PERA HUB. The brand reboot is a welcome change to effectively communicate the company’s expanded services, as well as its being part of the Aboitiz Group. AEV acquired majority ownership of PETNET in the middle of 2015.
“Last year saw a lot of changes and development for our company. Aboitiz is a supportive and strong majority owner and partner, which provided a lot of opportunities for PETNET to grow further. Re-branding is another part of that journey,” said Larry Ocampo, President of PETNET, Inc.
The change didn’t happen overnight, but for Ian Ocampo, PETNET VP for Marketing and Auxilliary Services, it sure felt like it did. “We understand that the brand is not just about what we do but will be about who we are. So everyone became involved — from Top Management to Marketing and HR. We even had representatives from Channel Development, IT, Purchasing — we listened from every team to ensure we captured our role for every stakeholder,” he said.
What PERA HUB stands for
Being in the business for 17 years, PETNET has served millions of Filipinos and their families, primarily through their remittance services. As the largest Western Union agent in the country, their customers expect fast and reliable service.
“Whether it’s a nurse from Manila sending money to his family in the province, or a college student receiving money for her tuition fees from her OFW father in the Middle East, we treat every transaction important and make sure the customers receive the warmth that goes along with it,” said Ocampo.
PETNET also revisited their corporate values for PERA HUB and adopted the Aboitiz corporate values of integrity, responsibility, innovation, and teamwork. “We looked at the Aboitiz corporate values and realized these are the same values which allowed us to grow the business,” said Ocampo. “We added ‘friendliness’ which is a distinct characteristic of how we do business.”
What’s in a name?
PETNET’s new brand name, PERA HUB, signifies its competitive selling proposition of being a cash and payment-related transactions center. “It becomes self-explanatory. We are a one-stop shop for anything cash related. Whether customers want to pay their bills or send money to their families, we’ll help them do it all here,” said Ocampo.
The changes in its logotype reflected the kind of service PERA HUB aims to provide: horizontal lines beside the word ‘PERA’ denotes speed and reliability, while the font choice denotes friendliness and warmth. PERA HUB also has yellow and blue as its brand colors. Yellow is aligned with Western Union while blue is the color of trust.
Indeed, a new name ushers PETNET’s growth from offering Western Union services to being a money changing, bills payment, mobile loading, loans application and micro-insurance center.
Just getting started
After coming up with the new brand name, the team took the next challenge of letting people know about the change.
“We foresaw that our customers will ask us about our new name. We needed to assure them that they can expect the same reliable service from us and communicate that being part of the Aboitiz Group will allow us to expand our services,” said PETNET Senior Marketing Manager Chris Canadella.
The roll-out began with a Town Hall meeting where PETNET President Larry Ocampo himself briefed the company about the change. Team members located at their 2,100 locations were also trained to answer queries from customers.
“We are expecting to finish the roll-out by the end of July 2016. Right now, we are getting great feedback from our customers,” said Canadella.
The brand reboot, however, is just the beginning of its aggressive expansion program brought about by its being part of the Aboitiz Group. The management is confident that these changes will take the organization to the next level.
“With our new brand name, we are confident that our commitment to serve our customers will remain if not unsurpassed.”
— Larry Ocampo, President, PETNET
“We are confident that PERA HUB will take us closer to our goal of being the largest and most preferred payment-related transactions center, aligned with our mission of creating long-term value for all our stakeholders.”
— Erramon I. Aboitiz, President and CEO, Aboitiz Equity Ventures