Heat Treat Today publishes twelve print magazines annually and included in each is a letter from the publisher, Doug Glenn. This letter is from the July 2025 Heat Treat Super Brands print edition.
Feel free to contact Doug at doug@heattreattoday.com if you have a question or comment.
The Good Book, the Bible, upon which our nation was founded, is chock full of wisdom. Here’s one: A good name is to be more desired than great wealth; favor is better than silver and gold. That’s from Proverbs 22:1, and the first part of that verse hits at the heart of what the Heat Treat Today team is trying to accomplish this month with the inaugural edition of “Heat Treat Super Brands.” We are taking a moment to recognize the brand names that are prevalent in the North American heat treat and thermal processing market — giving a voice to the many companies in this industry who have invested endless hours building and maintaining the good name and good reputation that they’ve so diligently worked to establish.
Building a Good Name
Building a reputable brand is a long, painstaking process that is not easily accomplished but can be undone in seconds. Building and maintaining that good name is a huge investment of both time and money, and companies have a right to insist that their brand names be respected and used correctly.
Our publication tries to do that very thing, but sometimes we have slip ups for which we feel bad and do all we can to correct. I recall an instance years ago when we used the phrase “trident tube” when referring to a radiant tube. Either BJ or Ben Bernard from Surface Combustion called us and very politely reminded us that Trident™ is a trademark of Surface Combustion. We apologized and quickly corrected ourselves. Their defense of their brand name was well founded.
Countless other companies in the North American heat treat and thermal processing market have also invested blood, sweat, and tears establishing reputable brand names, trade names, and patents, all of which deserve protecting.
Spreading the Word
In the Letter from the Publisher of the April 2025 publication, I wrote, “You Can’t Sell If You Don’t Tell.” The point of that column was to remind our industry suppliers that they can have the best product, technology, or service in the industry, but if they don’t make it known, if they don’t “tell,” it will be nearly impossible to sell. The same is true when it comes to brand names. ere are hundreds of brand names in the North American heat treat market, but not all of them are well known. The only way for these names to become well known is for them to be publicized widely and frequently. The goal, of course, is to become a household name like Kleenex or Coke. In an industrial setting like ours, it is essentially impossible to become a household name, but we can shoot to become well known within the industry.
Heat Treat Today has become a relatively well-known brand in the industry. Why is that? The answer is rather straightforward — Heat Treat Today is consistently in front of thousands of in-house heat treat department personnel, as well as in commercial heat treat shops. We’re there every month with a hardcopy print magazine. We’re there every weekday with our Heat Treat Daily e-newsletter. We’re there 24/7, 365 days a year with the industry’s leading heat treating and thermal processing website, as well as industry e-newsletters and our monthly podcast, Heat Treat Radio. We’re not exactly a household name, but thanks to all of you, people have become comfortable with us because we are seen widely and frequently. That’s what it takes to be a super brand, and we’re here to help the suppliers in our industry reach that status.
This edition of Heat Treat Today that you hold in your hands is our attempt to help those industry suppliers build awareness of their brand names. Please take a minute to flip through this edition and read about some of the Super Brands included. If you are a supplier and are not included in this edition, you can be included in next year’s July edition, which we anticipate will have the same Super Brand focus.
Contact Michelle Ritenour (michelle@heattreattoday.com) if you’d like to be included.
Publisher
Heat Treat Today
For more information: Contact Doug at doug@heattreattoday.com
