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Dorman, a division of R&B, Inc., had experienced rapid growth over recent years, including a proliferation of product brand names. Our research confirmed there was a great deal of confusion with their customers due to a lack of brand strategy. The challenge was to break tradition by developing a strong company name (Dorman) and a tagline with a long shelf life (NEW SINCE 1918). We also needed to consolidate over 50 brands into 8 highly focused brands – each with a name and logo that would be permanently attached to Dorman. The branding campaign touched almost every aspect of marketing, as well as internal operations, including a rebranded eCat, website, catalogs, price lists and a major launch at the automotive aftermarket’s largest trade show.
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Strategy
