American Axle &
Manufacturing, a manufacturing spin-off of under-performing
GM plants, demonstrated surprising strength early on, but was
an unproven player. Its future as a leading supplier of driveline
systems and components was uncertain.
Goal:
Build a distinctive identity that would help
the company successfully emerge from the shadow of its former
corporate parent, while reinforcing its broad experience, manufacturing
strength and new engineering capabilities.
Strategy:
In partnership with AAM marketing management,
Smith-Winchester developed and launched a comprehensive branding
effort. New positioning was established with “Delivering.
Power” to reinforce the company’s core competency.
Logo refinement and a strategy to de-emphasize the formal company
name in favor of the letters “AAM.” Branding elements
included a standardized color palette, distinctive typography,
cross-media design formats
and stylized text treatments, All formalized in a printed style
guide. Marketing communication tools included a coordinated
program of print media, product literature, website messaging
and trade show graphics.
Results:
Year-over-year independent research results
showed that awareness of AAM rose 40% among automotive buying
influences. Similar improvement was made in terms of ad recall,
tradeshow visits, brochure awareness and website visits. Many
of these gains came when competitive scores were trending
downward.
