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  AutoXray: The Brand AutoXray had been through three district stages in its brand development.
This section focuses on stage three of AutoXray’s brand development. AutoXray’s products are technical in nature and had been in the marketplace for eight years. Market acceptance was growing from the early adopter’s stage to a more mass market acceptance. It was time to rethink the look and feel of the company and with the help of the Blender creative group, AutoXray and GD Mac started down the path of reinventing its look and redefining its message to the public. The executives and design team had some real definitive ideas about what the new look should be. The creative director of Blender suggested that we confirm our ideas with some of the current customers and possibly some that were not yet customers. Blender prepared creative image boards, that evoked moods and communicated ideas. GD Mac prepared a very cost effective user group study, first with current Autoxray product owners and users and secondly, with prospective customers. The customers were asked to look at an image boards and write down one single word that represented what they either saw or felt about the montage on the image boards. We then asked the customers to pick the word and the corresponding image board that would best represented AutoXray based on their experience with the company and the use of its products. Secondly we asked them what word and or images represented how AutoXray should portray itself in the future. The design team and executives of AutoXray were betting on the Rough/Rugged Route 66 enduring Americana icon imagery as the winner. We were all WRONG!! The customers thought the rough imagery looked tough and hardworking, this is what they do every day; they wanted something new and different and something that represented the removal of the rough and rugged. The customers felt like the AutoXray experience was NOT rough and rugged and felt relieved when dealing with the company as their products saved them time and money. The customer’s choice was "Simple." All agreed that AutoXray products made their life simpler and their products were easier to use and more enjoyable. Funny thing is, this was all coming from the rough and rugged crowd we thought we understood and knew. This same process was repeated with non Autoxray customers. This time we told them what the products did and asked them to pick a word and image board that would best fit. Same result! This gave the design team a new direction to work with and from this basic user group study we picked the color palette, key messaging and imagery from the single word "Simple" that supports the emotion. The concept that the team had originally chosen may have worked, people may have still purchased the product. But when the essence of the Brand is correctly identified it makes the process easier to sell, easier to remember and easier to build the brand if the marketing really resonates with the customer. Autoxray had previous comments from distribution buyers about its packaging and materials. Mostly negative, as the past packaging and collateral had not adhered to the industry standard color pallet. Lots of primary colors checkered flags etc… Rarely was the bold step to the new and different received with praise. Our marketing study was shared with the distribution buyers, some did not care for either the colors or the packaging or the collateral materials of the new Brand. However not one could argue the point when presented with the user group story. It is a welcome relief when you can point to an actual study rather than arguing subjective personal tastes. Not to mention buyers have been subjected to so much of the same thing, for so long that they may be the very worst people to help make the decision for your company’s strategic brand. Many companies we have worked for have incorporated the buyer’s suggestions based on the buyer’s power in the situation, which merely adds another subjective opinion not taking into account what may be effective with the consumer making the decision. Use your customers to decide. The customer is always right! |
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· Acquisition |
