Rebranding: Brand Split

New Brand Power for Automotive Supplier

pml is a company that is very familiar with aluminum. pml creates and develops platforms for tail lifts as well as lightweight bridges from this material. The special competence lies in the selection and composition of the aluminum profiles, from which both the platforms for the tail lifts and the light bridges are made.

The traditional brand architecture – a branded house with tail lift platforms and aluminum bridges under a common brand – worked quite well for many years. Until the markets became more and more diversified and the respective target groups wanted a more specific approach, because automotive markets and municipal administrations that are demanding bridges have significantly different demand profiles.

What the Brand Consultants recommended.

We divide the different product groups and their target groups into two separate brand systems.

The platforms keep their well known brand name pml; however, the bridges are given the strongly associative brand Lightcross.

The two brands each get their own ecosystem and are ideally adapted to the target groups and their priorities. Because the advantages of aluminum as a raw material are different for the automotive target group than for the builders of bridges.

Logo

old logo

The old logo was very memorable and also expresses dynamism. One would say “It fits the automotive sector.”

However, the products themselves stand for extreme stability with the lowest weight. The disadvantage of an italic logo is that it stands for instability, for something in motion and not for high resilience. The leaning tower of Pisa also brings a rather shaky impression; that’s why the tourists flock to this amazing building.

That is why the logo is given a modern and, above all, conceptually corrective fresh cell treatment – the unstable italic position turns into a stable, yet light (aluminum = lightweight) construction.

Logo: refreshed

Website

Perhaps interesting ...

markenagentur-impressum

Copyrights

Copyrights Steffen Prößdorf [CC BY-SA 4.0 (https://creativecommons.org/licenses/by-sa/4.0)]
international-brand-consultancy

Datenschutz

Diese Information gilt für die Datenverarbeitung durch die Lünstroth GmbH, Hammerschmidtstraße 6, D-33615 Bielefeld, Deutschland. Email: kontakt — at — luenstroth.com Telefon: +49 (0)521 – 448122710 Fax: +49 (0)521 –…
Peter Luenstroth Brand Expert

References

Best Brands in Best Hands Thank you! Private Label: Albatros Albatros is a private label of an international wholesaler in Germany. The company sells safety shoes and beside branded ranges…
Brand-Personalities

Brand Analysis

Analysis of Brand and/or Reputation A brand analysis should be the first step before strategy could be thought about. Even if a new brand is to be established, markets and…
markenagentur-impressum

Legal notice

Legal Notice Luenstroth GmbH | Brand Consultants 6 Hammerschmidtstraße | 33615 Bielefeld | Germany contact ||| at ||| brand-consultancy.org CEO | MD: Peter Lünstroth M.A.registered at Amtsgericht BielefeldReg. No.: HRB…
Brand Ambassadors

Workshops Branding

Brand Ambassador: Workshops Increasing the strength of a brand: Brand Ambassadors Corporate Brands must be lived out in practice. It’s essential that all employees understand the deepness of a brand…
international-brand-consultancy

Brand Consultancy: Luenstroth Brand Consultants

https://brand-consultancy.org/wp-content/uploads/Brand-Consultancy-Luenstroth-Brand-Consultants.mp4 We develop tools and options for sustainable growth. We are Lünstroth Brand Consultancy. Deep Analysis As external experts the Luenstroth Consultants have the view from outside and years of…
digital-transformation for brands

Digital Brand Strength

Digital Branding Strategies Brands in a digital world: Optimized Mankind meets maschine. People behave emotionally. The internet as a machine does not: A challenge for branding. Emotion and internet: feeling…
Online-Marketing-Branding

Brand Strategy for Global Brands

Brand Strategy Consultants Development of Brand Strategies Our look on markets is a global one. New technologies create new products; new (and younger) target groups are searching for innovation. Brands…
digital-branding

A brand is a system.

Consultants for Corporate Brands We see brands as systems. That’s why we are thinking in systems. First we take a look at dependencies, then we look at competitors positionings, check…
product-mark

Development of Brands and Trademarks

Naming | Trademarks| Brands Better Marks A patent lasts 20 years. A trademark can be prolonged forever. Some brand consultants think creativity doesn’t play any role in brand affairs. Only…