Clarifying and confirming the optimal brand architecture strategy for a leading automotive solutions provider.

Challenge

Cox Automotive is one of the world’s leading providers of automotive solutions and services, with operations, clients and consumer markets all over the globe.

Having already made some key decisions about how to manage the brands, services and products within the Australian division of the business, the Cox Automotive Australian marketing team came to BrandMatters seeking greater clarity, consolidation and consistency across its entire brand architecture portfolio.

This included understanding how best to simplify dealer and customer experiences without jeopardising existing equity, how best to navigate the treatment of larger brands with greater presence, and how these implications would turn up against the heightened role and intent of the parent brand.

Approach

BrandMatters approach included senior and key stakeholder engagement, with a highly consultative strategy development phase utilising:

  • Desk research
  • Stakeholder depth interviews
  • Internal workshops
  • Insights distillation
  • Brand architecture
  • Go-to-market strategy
  • Brand logo treatments
  • Brand governance guidelines
  • Website strategy and information architecture

Outcome

After a real cross functional team effort, the revised Cox Automotive Australia brand architecture strategy was launched successfully in April 2022. The decision to streamline, rationalise and explicitly reorganise the products and brands inside the portfolio around customer needs has been embraced across the entire business.

Reflecting a new intent for the parent brand that is focused on simplifying dealer and OEM customer interactions, Cox Automotive Australia are now able to present a stronger and more integrated offering that showcases their retail and wholesale automotive ecosystem solutions in greater harmony.

Value

"Trying to unravel complex brand architecture from within our organisation was a challenge due to some of our internal biases, as well as some long held, untested assumptions. By engaging BrandMatters, we were able to apply an unbiased, expert lens in a structured and consultative environment that empowered our whole team and directed us to the optimal outcome, with all our customers now better able to navigate our offering. Our entire marketing team and Executive worked very collaboratively with BrandMatters and we couldn’t be happier with the result!"

Director of Strategy & Business Transformation, Cox Automotive Australia & New Zealand