The aftermarket brake space is a complicated mix of brands (including private label retail brands, imports and national brands like, Wagner Brake), with multiple product lines aligned to specific pricing strategies.
Wagner’s traditional differentiation strategy involved creating unique product brands based on specific attributes (Super Duty, ThermoQuiet and QuickStop were examples).
Although this strategy produced some short-term differentiation, it was clearly eroding equity in the Wagner brand. And since everyone else in the industry was using the same strategy, the marketing team recognized it was definitely time for a rethink – and a rebrand.
We helped Wagner focus its rebrand efforts around three key goals: consistent messaging; a stronger visual identity; and a simplified product architecture that shifted the emphasis back to a stronger Wagner parent brand.
• A striking new logo and simplified visual identity system helps Wagner products stand out from the myriad brake brands and packages. Stock photos, gradients and ‘starbursts’ have been replaced with clean packaging and clear, simple benefit statements.
• We introduced new positioning – With Total Confidence – which leverages the brand’s reputation for engineering, quality and safety.
• We also simplified the brand architecture. Since technicians often refer to a brake product by its standard 2-letter product code. For example, when they needed a ThermoQuiet, they asked for a TQ, so we embraced that fact and created a simplified product naming structure.
Wagner products now clearly stand out on the road and retail shelves. The most recent brand health study showed year over year increases for key measurables among professional installers (Total Brand Awareness is up 5% and Purchase Intent is up 6%). The Wagner OEX box was also named Best New Packaging by the New Packaging Showcase at AAPEX (the industry’s key trade event).