Rebranding a Legend
Gabriel Ride Control invented the original shock absorber more than 100 years ago but in recent years the brand had begun to fade. With help from PUSH 22, Gabriel has reinvigorated its once-legendary image and put in place a strong brand platform upon which to build it future success.
We began the rebrand with a comprehensive review, which included competitive analysis, as well as Voice of the Customer surveys which solicited feedback from Gabriel’s installer and distribution channels. Based on what we heard, a new brand position began to take shape – one that fully embraced Gabriel’s heritage and the “independent spirit” upon which its reputation had been built.
Launching at AAPEX
The new brand was introduced at AAPEX, a key automotive aftermarket event, and it didn’t disappoint. Technicians, retailers and media all loved the new brand platform, and Gabriel’s president was asked to speak to the importance and value of a company brand at a key industry group event.
A completely revamped web presence was top of the to-do list for Gabriel’s marketing team, so we designed and developed a new Gabriel.com. The emphasis was on quality content and an improved M-M-Y search tool, which made it easier for technicians and DIY customers to find the right part for their application.
Bringing the Brand to Life
PUSH 22 has helped activate The Original Gabriel’s revamped brand with an award-winning digital tools, sales collateral, retail POS and promotional materials, advertising for print and online, online video, and event marketing, to name a few.