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    Directed Electronics wanted to refresh the image of its premier car alarm brand Viper. Having been a strong brand in the 80's, its image was in n… Read More
    Directed Electronics wanted to refresh the image of its premier car alarm brand Viper. Having been a strong brand in the 80's, its image was in need of an update. The company was also having a difficult time separating its various car alarm brands from one another, as well as questioning how to market to women. A strong strategy was developed that capitalized on the brand's name, legacy snake icon, tagline, automotive industry positioning and masculine roots. The yellow and black color scheme was adopted in place of the previous blue to give the brand marketplace visibility and an aggressive stance. Brand voice follows the BAD strategy in an irreverent tone. RESULTS Prior to the rebrand, the company struggled internally with their marketing position. Post rebrand everyone feels good about the direction and is clear on how to execute going forward. The positioning has also opened the company to developing other types of security products that make sense within this positioning. Their market visibility is strong and they have regenerated conversations with their most important clients. PROJECT COMPONENTS research competitive audit brand hierarchy brand strategy look and feel brand voice guidelines Read Less
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Directed Electronics wanted to refresh the image of it's premier car alarm brand Viper. Having been a strong brand in the 80's, its image was in need of an update. A strong strategy was developed that capitalized on the brand's name, snake icon and tagline, aftermarket automotive industry positioning and masculine roots. The yellow and black color scheme was adopted in place of the previous blue to give the brand marketplace visibility and an aggressive stance. Brand voice follows the BAD strategy in an irreverent tone.