Redefining a brand
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Redefining a Brand. Greg L. Hoover Sr. Vice President Chief Marketing Officer Atlas World Group. Branding Considerations. What are you really selling? What is the emotional touchpoint to the customer that hits what you are really selling?. Are they selling this…. …or this?. This….

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Redefining a Brand

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Redefining a brand

Redefining a Brand

Greg L. Hoover

Sr. Vice President

Chief Marketing Officer

Atlas World Group


Branding considerations

Branding Considerations

  • What are you really selling?

  • What is the emotional touchpoint to the customer that hits what you are really selling?


Are they selling this

Are they selling this…


Or this

…or this?


Redefining a brand

This…


Or this1

…or this?


Redefining a brand

This…


Or this2

…or this?


Or um this

…or, um, this?


Who is our customer

Who is our customer?

  • 1973

    • 77% traffic mgrs

    • 5% HR

    • Avg buyer was male, early 50’s


Who is our customer1

Who is our customer?

  • 2005

    • 2% traffic mgrs

    • 79% HR/Benefits

    • 58% women

    • Avg buyer is female, early 30’s


So what are we selling

So, what are we selling?

  • Comfort

  • Dependability

  • Loyalty

  • “Relax, we have it handled…”


Redefining a brand

“This is the puppy…that chases the cat…and lives with the family…who relocated from San Jose to St. Paul…using the quality network that Atlas built.”


Did it work

Did it work?

199520022005

Revenues $511 $609 $785

Growth 19% 29%

Corp Mkt Share 17% 20% 27%

Overall Mkt Share 11% 14% 18%

Rank 6 4 2


Kudos to our partners

Kudos to our partners

  • Daniel, Burton, Dean

    Evansville

  • Fire and Rain Productions

    Evansville

  • Hetrick Communications

    Indianapolis


Redefining a brand

Thanks for your time and

for the invitation to join you this evening!


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