Strategic repositioning

AMAG has a diffuse brand image and many product and service brands. Customers are confronted with different brand interpretations by different AMAG departments. Evaluations of customer surveys show that all sub-brands are primarily perceived as AMAG, that the many sub-brands tend to cause confusion, and that AMAG has a vague brand profile that is not very customer oriented. AMAG decides on an essential change of perspective: The brand should turn away from the offer and towards the customer’s needs.

Focus on customer benefits

In a brand workshop with top management and representatives of the various corporate divisions, Heads surveys the perception of the AMAG brand, analyzes the potential arising from commonalities and limitations due to differences. Even though current perceptions of brand values and brand personality differ, the divisions agree on the future direction of the brand. AMAG therefore opts for a monobrand strategy. Heads develops the image and formulates a brand promise that is defined by a realistically desired core understanding of the brand, is relevant to the customer (determined by customer surveys) and is sustainably differentiated from the competition. The new strategic positioning is also to be actively communicated to the outside world. The focus is therefore no longer just on cars, but above all on the people whose mobility AMAG is committed to every day.

The new brand and communications strategy is bearing fruit

The single-brand strategy and the clear image as a customer-oriented service company not only increase the impact in market cultivation. Thanks to a significantly simplified brand structure, AMAG can act faster and more efficiently. The new image has also been well received by customers. After the rebranding, AMAG is perceived as significantly better in all its brand values. The intensive and people-focused launch communication has had a demonstrable effect in anchoring the AMAG brand in consumers’ minds as more attentive, uncomplicated, solution-oriented, and competent. The online campaign was also extremely successful: With 5600 stories submitted by people from all over Switzerland, AMAG gained 5600 insights into highly emotional and personal relationship stories around the automobile. Heads systematically evaluated and clustered these stories using text analysis. The result is a valuable basis for decisions in marketing and brand communication. With its in-depth knowledge of the “car emotions” of the Swiss population, AMAG is able to address the feelings of existing and potential customers even more precisely in its marketing efforts. This enables the AMAG brand to anchor itself ever more deeply in the hearts and minds of potential and current customers.

— Analysis / Brand Positioning