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The Akron Brand Redesign
The Akron Brand Redesign
One company. One major legal battle for the legacy brand. A new brand just launched three years ago to “jump from red ocean to blue ocean”.
So the goal was to have the greatest differentiation possible between the last try and the legacy brand.
New materials were incorporated (PET instead of PEAD) to achieve a unique look. Totally new design for Akron and a resemblance to the past but with an upscale look to the legacy brand. More than 1,000 SKU’s new labels, certification and approvals from top european OEMS (VW, Porsche, Mercedes Benz), new specs which include technical and safety data sheets, new secondary packaging, a commitment from supply chain and commercial areas… and only ten months to go to market.
Later I discovered that a major change like this usually is done between 18 and 24 months.
The opening of new channels.
The opening of new channels.
For many years the big box and specialty retailers were complicated. Tons of sales presentations without any result.
As soon as the new design, specs, and certifications hit the market everything changed.
Walmart was the first one to call us and after that, Autozone.
A new sales pitch and deck were developed with all the commercial nuances and financial protections.
I knew this was not the new big business generator, but now I could be sure that consumers and some middleman know where to buy the brand.
This was a new milestone in brand recognition.
I was responsible for this business unit, where profitability was paramount. Specifics P&L for each account were developed and for the business unit as a whole. Every decision and action was based on profitability basis.
Trainning and sales support
Trainning and sales support
Training is key to the marketing muscle because it is the common point of touch of any company or brand, and is the foundation on which all other aspects of the business are built.
When employees are properly trained, they are more productive, efficient, and satisfied with their work. This leads to a better customer experience, which in turn, leads to increased sales and profits.
So we conducted a series of workshops and made all the material available for all the salesreps and their managers. 15 days and 30 days after quick quizzes were sent on emails to test all of us were using the same terminology.
On the web page, we developed this key graphic to explain all the parts the product touched by motor oil. Also, we make the first oil recommendation applet starting from the maker and model of the car and ending with the millage. For this, we use one of the first ACES database.
But we didn’t stopped here. When consumers, technicians, salesreps and all the people involved, feel and see first hand where the motor oil is flowing you create stronger bonds with the brand. Meanwhile other brands were using cast iron pans to boil motor oil, we talked with some artists in USA that were dedicated to make furniture and learning pieces from engines.
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