Milwaukee Electric Tool, Strategic Marketing Partners change names

Brookfield-based Milwaukee Electric Tool Corp. is currently transitioning into its new name, Milwaukee Tool, according to the company’s senior brand marketing manager Kharli Tyler.

The industry-leading manufacturer and marketer of heavy-duty tools and accessories recently changed its name due to its growing offering of solutions, such as hand tools, that are not electric.

In other news, Milwaukee marketing firm Strategic Marketing Partners has changed its name to Vive LLC.

Vive focuses on marketing for manufacturers. Its logo and website,, have been updated to reflect the name change.

“Our name change does not reflect a shift in our offerings or value proposition,” said Teresa Schell, president. “Rather, the name change to Vive more accurately identifies who we have become, which is a team focused on being Victorious, Innovative, Vibrant and Enduring. Vive delivers the same marketing support and is dedicated to building lasting relationships with professionals in the plastics and mold building industries.”

Vive has assisted several plastic processors, plastic service providers and mold builders across the country in creating marketing plans, communication strategies and branding.

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