Building brand recognition for Rockwell Automation Rockwell Automation and its 21,000 employees help drive manufacturing worldwide, with factory-automation components, systems and software. Despite its reach, the company's name wasn't as well known as its legacy brands, including Allen-Bradley and Reliance Electric. To achieve its growth objectives and compete more effectively globally, the company needed to move away from a product-centric marketing strategy. Padilla Speer Beardsley helped Rockwell Automation successfully realign its corporate communications under a single banner, saving money while strengthening its brand recognition. Using the results of global customer/prospect research, Padilla helped integrate the new master brand into all companywide communications, and developed key messaging that spotlighted Rockwell Automation's financial strength, stability and industry expertise. Within one month of launch, marketing communicators worldwide were using the new tagline and messaging. The change also streamlined customer collateral, cutting the number of publications and production costs by 35 percent. |
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