As Maxion Wheels acquired several wheel manufacturers, they became the number one global producer of wheels worldwide. This created the need for a cohesive, unified message about their brand and company to share with customers, prospects, and employees. Maxion Wheels turned to EEI Global to help define their brand.
After an extensive audit of the existing brand and assets, EEI set forth on compiling interviews and closely evaluating what makes Maxion Wheels tick. It was quickly determined that two of their key brand assets are their people and industry experience. Given this new found insight, the team sharpened their focus through concentrated workshops, digging deeper into the audiences, brand attributes and tactics that would become critical in re-defining this emerging identity. This strategic blueprint was rolled out in a campaign titled “Wheels Matter.”
Sharing this strategy and approach became paramount. Beginning with Maxion Wheels annual Global Sales Meeting the new brand strategy and theme was introduced through presentations, breakouts and the “Maxion Wheels Matter” anthem video. Smaller regional meetings were later delivered across the globe.
To ensure a consistent and universal brand message, identity and physical presence, brand guidelines were created to inform all employees of the consistent Maxion Wheels voice, look, tone, and feel. This included a global trade show identity.
Employees found a rallying connection through the campaign, and the campaign reinforces to customers and prospects that Maxion Wheels is the trusted expert that they need to turn to. With the launch of the new brand identity and message, the company is achieving increased awareness and success.
In the end, EEI Global delivered a complete brand strategy program, brand identity and global launch.