Corporate and Product National Brands Launch
Kinetech
CHALLENGE:
Introduce the Kinetech corporate umbrella as well as the first Kinetech product, Pulse™ a rear-end collision deterrent that pulses a car’s third brake light. Manage both launches in parallel – the Kinetech brand and site launch as well as the Pulse brand and site launch. What to name the company? What to name the product? How to position the product – and future products – within the corporate umbrella? These were all additional challenges posed by the dual launches.
SOLUTION:
Brand Kinetech, the ideas in motion company, as an innovator as well as a company committed to the safety of its customers. Brand Pulse, The Safer Braking Technology and introduce the brand to retail car dealerships and fleet operations via the web, point of sale, direct mail and an open-wheel race sponsorship/activation program.
RESULT:
The Pulse launch was complete on time and on budget with immediate response and sales from auto dealers and fleet operations coast to coast. A second new product introduction is in development.