Strategic repositioning

Challenge: AMAG has a scattered brand image and a variety of individual product and service brands. Customers are confronted with different AMAG departments, which in turn have different brand interpretations. Customer surveys have shown that all of the sub-brands are primarily perceived as AMAG brands, that these sub-brands generally result in confusion, and that AMAG has a vague brand profile that is not sufficiently customer-oriented. AMAG decided to vastly shift their perspective: in terms of the products offered, the brand needed to address the needs of the customer.

Solution: In a brand workshop with top management and representatives from the different areas of the company, Heads looked at how the AMAG brand is perceived, and analyzed the potential in the similarities between the different brands and restrictions resulting from the differences. Even though the perception of the brand values and the brand personality differed at the time, the different areas of the company agreed on the direction they wanted the brand to take in the future. AMAG therefore decided on a single-brand strategy. Heads developed a new design and created a brand promise that was de-rived from the realistic target core understanding of the brand, is relevant for customers (determined through customer surveys), and truly sets the brand apart from the competition. From this comprehensive brand analysis, we were able to determine success potential and guidelines for all of the areas to be integrated. This strategic repositioning also needed to be actively communicated to the customer: the focus was not only on cars, but more so on the people who rely on AMAG every day for their mobility needs.

Result: The single-brand strategy and clear message of being a customer-oriented service provider did more than just increase the impact of AMAG’s market development: thanks to the greatly simplified brand structure, AMAG can now act more quickly and efficiently. The new message has also been received extremely warmly by the customers. After the rebranding, the customer perception of the AMAG brand was significantly improved across all of their brand values. The in-depth, people-centric launch communications demonstrably contributed to the fact that consumers now overwhelmingly perceive the AMAG brand to be more attentive, less complicated, more solution-oriented, and more competent. The online campaign was also a massive success: with 5,600 stories submitted by people from across Switzerland, AMAG received 5,600 glimpses into highly emotional, personal stories of people’s relationships with their cars. Heads then systematically analyzed, evaluated and clustered the text from these stories. The result is a valuable basis for making marketing and brand communication decisions. With this in-depth knowledge about the Swiss population’s car-related emotions, AMAG is able to address the feelings of existing and potential customers more precisely when it comes to market development. And in this way, the AMAG brand was able to create a deep connection in the heads and hearts of potential and existing AMAG customers.

Heads Corporate Branding AG: AMAG Brand Strategy