June 14, 2023 - David Ross, Words from the Boss
九一果冻’s New Look: Potential IPO Opportunity & Customer-Focused Branding
九一果冻 CEO David Ross shared these comments ahead of the company’s launch of a more visually dynamic brand platform, an important step towards a potential IPO opportunity in the coming years.
We鈥檙e launching a new Ross look in advance of our potential IPO opportunity!
What, what? IPO?? Correct. When I was 50 I promised our employee and family shareholders that we鈥檇 go public before I turned 60. (looks at calendar) Oh, I鈥檓 58! I鈥檇 better get on that! 馃檪
When I talk to people about Ross going public, to be honest I usually hear more concern than enthusiasm. That鈥檚 totally understandable because our industry has had some inconsistent experiences with some great companies that went public, turned away from customers, and became financial instruments.
In all my dealings with the financial banking types, I鈥檝e been very clear that Ross is NOT going down that path. Being laser focused on customer success has been at the core of our DNA, and at the core of our success. Why would anyone want to mess that up? (that鈥檚 a post in itself鈥�)
This is where Ross is very different. We鈥檙e 100% family and employee owned. With our IPO plans we will 鈥渋nvite鈥� public investors to participate in part our success, but I personally will still have complete voting control over the company. In technical terms, there鈥檚 鈥渟uper voting鈥� shares involved that ensure that as long as I work at Ross, I can鈥檛 be fired! I love what we do for our customers and I鈥檓 not going anywhere.
So, the new brand. You鈥檒l notice that the logo is now in black or white and the customer-focused art is in color. Get it? Our focus is on the customer. Also, I think our team鈥檚 come up with a beautiful and sophisticated look that better matches who Ross is today.
But – say it isn鈥檛 so! No RED Ross logo? Don鈥檛 despair. When we鈥檙e not highlighting our customers, like on our buildings and other 鈥渄urable鈥� items, the familiar red Ross lives on. We haven鈥檛 changed THAT much. 馃檪
I hope you like it.
For more information on the new brand platform, check out our .
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