For nearly 90 years, Gabriel had always been the “first name” in shock absorbers (it invented the shock absorber, and the industry, in 1907) but with a decade-long lapse in product development and marketing investment, and confusion related to the company’s ownership, the Gabriel brand had begun to fade. Fortunately, in 2009, ownership issues were resolved and the new management team turned to the task of reinvigorating its product line and reigniting its once legendary brand – with the help of PUSH 22.
Using its proven Brand Expedition process, push engaged in a comprehensive brand review, including a Voice of the Customer survey which solicited feedback from Gabriel’s installer and distribution channels. Its findings helped a new brand position take shape – one which sought to recapture the “independent spirit” that Gabriel’s reputation had been built upon.
Less than ten weeks after starting the project, the new “Original Gabriel” brand was successfully introduced at the 2010 AAPEX show in Las Vegas – and it didn’t disappoint. Customers and media loved the new brand platform, and Gabriel’s president was keynote speaker at an aftermarket industry group where she presented the new Gabriel brand to key industry players and distributors. After introducing the branding company-wide, it was further activated externally through new internet and intranet websites, a trade and online marketing campaign, retailer promotions, PR and social media.