Even the great brands lose steam. Become forgotten. Get lost behind an identity that has become mangled and confused. Often the brave pioneers and genius innovators cannot keep up when other brands dilute the market. After two and a half decades of falling behind, Husky Liners, a Mid Western car mat company, found themselves in need of a resurgence of spirit and turned to the Portland agency, Yonder, for help.
Lead by Jason Ehrlich, the Yonder team discovered that Husky was cutting costs, pumping more funding into marketing, and desperately trying to reconnect with customers. Immediately they felt that something was wrong. Although it is common to turn to advertising as a way to rediscover direction, it seemed like there was more to learn about this brand before writing or designing could happen.
Jason and his team began the planning process by digging deeper into what they felt was wrong about the brand. Rather than providing ads that skimmed the surface of the issue, Yonder aimed to resonate with consumers and create an effective long-lasting change in the market. They dug deeper than Husky liners expected and by asking the right questions to the customers who would make a difference in the brand, they uncovered surprises and, most importantly, truth. By going with their gut and digging deeper, Yonder eventually formed a strategy to redirect the company.
It makes sense that Yonder is Oregon born and raised. With the mantra, Bravely Imagine, the creative agency goes deeper by doing more what was expected. Jason Ehrlich and his team put their brave and imaginative minds to the test and, with the help of a little whiskey and some mountain air, kick started the brand identity of a tired Mid Western company. According to Yonder, good advertising doesn’t create the solution. It’s the other way around, a well-planned and thoroughly tested solution creates great advertising that has the ability to launch revival.
