Businesses grow, strategy evolves, companies are acquired and divested. Nothing stands still in nature, and the same could be said for the Cox Automotive Australia (CAA) business and brand portfolio.
As one of the leading providers of automotive solutions and services, with operations, clients and consumer markets all over the globe, CAA had acquired brands, products and businesses to evolve its proposition and services for its multiple market segments.
Inadvertently, as the business had brought different companies together who have shared customers, the way certain brands and products were being presented was in congress to the optimal structure from a CAA parent brand point of view.
Creating connection across shared customers, brands and products was becoming more and more critical.
Having already made some key decisions about how to manage the brands, services and products within the business, the CAA marketing team came to BrandMatters seeking greater clarity, consolidation and consistency across its entire brand architecture portfolio, based on evidence and insights.
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.
After a real cross functional team effort, the revised CAA 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, CAA are now able to present a stronger and more integrated offering that showcases their retail and wholesale automotive ecosystem solutions in greater harmony.
“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!”
Strategy & Business Transformation Director, Cox Automotive Australia