Brand Generation Case Study

nlc Brand

After an exhaustive research process and a highly inclusive approach to brand planning, nlc adopted Simple Truths recommended Brand Footprint (see below) to guide the strategic outcomes.

Desired Brand Footprint

4 VALUES

1. Quality with Speed
2. Simplicity
3. Caring
4. Integrity

4 PERSONALITY TRAITS

1. Loyal partner
2. Energetic
3. Well informed
4. Down to earth

POSITIONING

We concluded that nlc delivered “quality with speed” – a timely and appropriate fleet management solution, plus a far shorter than normal buying process. This lead to the creative proposition

the right car. right now

IMPLEMENTATION

We then rolled the new value proposition out over a range of marketing communications materials, including a complete re-design of the nlc website.

FUTURE STRATEGY

Simple Truths also defined an AMBITION for the business, which
was “your friend in all things auto”.

The adoption of this brand ambition has lead to significant positive structural change within nlc as it re-models its services to deliver this objective.

(posters, website)