The HSE’s decision to move the gas registration scheme to another provider has provided a springboard for an exciting and far-reaching new opportunity surrounding the CORGI brand.
The transfer of the gas scheme operations from CORGI to Capita in 2009 might be seen by some as the end of CORGI, but for its employees it represents the beginning of an exciting new chapter for the company.
It would be madness to dismantle a powerful consumer brand simply because part of its current business offering has
become redundant. Thousands of installers benefit from their association with the CORGI brand and it makes absolute
sense for them to continue to be able to enjoy the benefits of this association.
The gas registration scheme was one part of the CORGI business (and still is), the other part is CSL (CORGI Services Limited) – a separate business offering installers a range of services and products to support them and their business.
As of April 2009, the CORGI gas registration scheme will no longer exist but the services and benefits installers have enjoyed from CSL over the years will still be available – but in a much more
comprehensive package that links directly to the undeniable strengths of the trusted and well-established CORGI brand.
Brand association “Since the announcement that the
registration scheme is to go to a new provider, we've been polling installers and learnt that an overwhelming number of
installers still want to be associated with the CORGI brand,” said CORGI Managing Director Jonathan Hearth.
“The actual figure is 89% – which indicates to us a very strong desire for a continued association. With this in mind, we have been working hard to devise a framework that delivers real value for installers, one that allows them to enjoy the benefits of being associated with a quality brand that consumers recognise
as being trustworthy and reliable – plus enjoy the many ‘perks’ we have built into the offering.” A new scheme with tangible benefits
In doing this, however, CORGI has no desire to occupy the space that Capita will operate in as the new gas registration
scheme provider, nor compete with it in any way. “CORGI is now occupying a new space, one that we think is quite unique
within the plumbing and heating sector, and more broadly within the building services arena,” said Jonathan.
In the next few months CORGI will launch a new quality and competency scheme that will offer a comprehensive range of tangible benefits – including the products and services they currently enjoy from CSL – but, more importantly, a valuable
association with a brand that, for many years, has stood for quality and safety.
Over 90% of consumers recognise the CORGI brand. They know what it stands for, and they know that any tradesperson
associated with the brand is competent, qualified and trustworthy.
No competition CORGI has no desire to compete with the new gas registration brand – if anything it will enhance it, since any gas
installer wishing to be associated with the new CORGI quality scheme must be registered with the new gas registration scheme – the name of which is to be announced in January.
As before, any profits from CSL’s commercial offerings will go to The CORGI Trust to fund the important work they are doing in promoting gas safety and the dangers of carbon monoxide
poisoning. “This is key driver for CORGI going forward, since without any Government funding, so much depends on organisations like The CORGI Trust to raise funds so that people are made aware of the dangers posed by carbon monoxide,” said Jonathan.
“Close to 30 people die each year from this ‘silent killer’ – but CORGI research suggests the real figure to be much higher as many deaths attributed to natural causes may well be down to
undiagnosed CO incidnents. This reflects badly on the industry, and CORGI is, and always has been, committed to leading the way in educating the public about this issue,” said Jonathan.
Further details of the new CORGI quality and competency scheme –including the range of core member benefits – will be revealed in the next issue of Gas Installer. In its ‘new space’ CORGI is able to
offer installers a wide-ranging support network. To the trades person who offers safe high quality work, joining CORGI’s
quality and competency scheme will ultimately deliver more business because the CORGI brand is known to represent
trust, expertise and safety with so many consumers all over the country.
“Our aim is to help our members grow their business by supporting them with essential products and services,” said Jonathan. “We will also continue to offer the same high levels of technical expertise that installers have come to expect through our 36 year’s experience in the industry.”