Reinvigorating a product-centric brand with a human-inspired approach that connects relevance to revenue
After two decades of the same, it was time to reinvigorate the Dealer.com brand internally and externally to reflect the evolving business climate and address the unease that some dealers were feeling across the automotive industry. Through meetings, interviews, stakeholder analysis, dealer interviews, field research—and lots of coffee—we developed a new purpose and positioning: move the brand from a product-centric company to a human-centric one to drive relevance, value and long-term customer growth.
Focusing on the people in the driver's seat
Integrated Trade and Consumer Campaign
We crafted the brand’s ambition statement, purpose, mantra and rally cry, providing the Dealer.com team with a richer, more diverse language set rooted in emotional benefits—a clear departure from the competition. The integrated approach of the go-to market-campaign featured a brand video, email elements, internal communications, paid display and native advertising as well as social and to-the-trade print assets.