New brand identity for Perkins Manufacturing.
October 29, 2007Rockford, IL — Perkins Manufacturing, a major player in the cart and container lift industry located in Romeoville IL, selected Cummings Group to develop their new corporate and product branding programs. The main mission was to project a stronger brand image and truly position them as the best in the industry. Secondly, we needed to introduce a new product.
We first established a brand identity for Perkins. This started with our Brand Attribute Profile analysis, which led us to a brand promise and positioning statement. These ideas then culminated in the new tagline "Road Proven Excellence". This thought sums up what Perkins can provide its customers: best in class products that have been put to the true test of being in the field for many years. We then created a brand ad for Perkins and an ad for the new product. Both of these ads incorporated the new positioning, as well as a new look that will help the message cut through the competitive clutter and be noticed by the target audience. This new look will be worked into additional marketing materials in the future so that Perkins will present a cohesive brand image at all customer touch-points.
