The R.O.I. Group
Return On Imagination.
Rockwell A Brand Repositioning Story. Product Semiconductors and Controllers Problem Rockwell, historically recognized as a major defense contractor, needed to change its brand image when defense spending was winding down. The Company needed to reposition itself as more “consumer-oriented” and convince Wall Street, and the investment community at large, it remained a viable company worthy of continued investment. Strategic Insight You’re known by the company you keep. In this case, an examination of the Company revealed one division’s customers were major consumer brands with loads of positive brand equities – Chrysler, FedEx, Eddie Bauer, Nabisco, even Broadway theatrical productions. Strategy The key to re-branding Rockwell was leveraging these consumer-oriented customer relationships though a high-profile marketing and advertising campaign demonstrating to The Street and others that Rockwell was more than a defense prime contractor and worthy of continued investment. Tactics Print advertising in major business and investment books – Wall Street Journal, BusinessWeek, Forbes, Fortune, Investor’s Business Daily – and their associated online properties. Target Audience The “C” Suite, Wall Street and investment community at large. Budget $7 million Results • Market research revealed Rockwell’s association with the major consumer brands changed the perception of Wall Street, as intended. • More importantly, stock price not only stabilized but grew by seven points in the first nine months of the campaign signaling a major turnaround. • Ultimately, Rockwell spun-off its $1.2 billion Rockwell Semiconductor Systems business to Rockwell shareowners – now known as Conexant. About This Ad This ad leveraged Rockwell's association with Chrysler and describes how Rockwell automation systems helped Chrysler streamline development of innovative vehicles to save months of time and millions of dollars – demonstrating Rockwell's consumer-brand orientation. To view more campaign samples, click “Gallery” at bottom, left. |
