Dodge Industrial
Following a divestiture from its parent company, ABB, Dodge found itself as a stand-alone brand for the first time in more than 50 years. With its new identity and positioning strategy in place following the acquisition in 2021, it was time to introduce Dodge’s fresh new brand to the world with an internal and external brand campaign to ensure that the entire Dodge community was aware of its new look and brand direction.
We developed a robust communications strategy to announce Dodge’s key corporate changes, focusing on carefully crafted messages to answer questions and generate excitement about the recent RBC Bearings acquisition, the Dodge corporate headquarters relocation, and the refreshed brand rollout.
FUEL created a comprehensive internal and external communications plan for Dodge. Employees, distributors, and customers were thrilled to see the Dodge brand back in action after decades of flying under another brand flag. The creative campaign is easily recognizable and stands out in the industry outlets. Despite the fact that Dodge had been marketed under ABB for years (and other parent brands years prior), the new campaign quickly gained traction and exceeded year-over-year performance.
FUEL has been instrumental in moving Dodge forward in all areas of marketing, from brand identity and strategic planning to day-to-day activities including graphic design, video production, and media buying.”
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