dale earnhart incorporated
Responsibilities:
Brand Strategy, Digital Brand Management, Brand Development, Brand Engagement, Brand Research & Analytics
Dale Earnhardt was a legend of American auto racing, nicknamed “The
Intimidator,” for his competitive instincts and hard-driving style. Competing in the NASCAR racing league, Earnhardt had 76 career wins and won the Winston
Cup championship seven times; as NASCAR grew in popularity during the 1980s
and 1990s, Earnhardt became one of America’s most popular athletes before he
passed in 2001. Today, his legacy lives
on through his company, Dale Earnhardt, Inc. (DEI), founded in 1980
by Dale and Teresa Earnhardt, and headquartered in Mooresville,
North Carolina. Dale Earnhardt, Inc has several business entities
focused on philanthropy, auto racing and the promotion of the Dale Earnhardt
Legacy both nationally and internationally.
We were challenged to create a brand strategy that could build and maintain the brand’s value during the country’s economic crisis. Our focus was to clearly differentiate the value of DEI in the marketplace, and set it apart from the competition. We developed brand programs that were technically brilliant and created emotionally charged content based on the core values of the company. In this way, the brand’s profile was maintained on an ongoing basis and at the same time constantly reinforced.
Our work ranged from strategic brand consultancy to brand identity, and
developing and creating creative brand management tools that would engage new
and existing consumers to interact with the brand.
nike
Responsibilities:
Digital Brand Management, Brand Engagement, Brand Research & Analytics
It all started with a handshake between two visionary Oregonians - Bill Bowerman and his University of Oregon runner Phil Knight. They, along with the people they hired, evolved the company that became Nike: from a U.S.-based footwear distributor to a global marketer of athletic footwear, apparel and equipment that is unrivaled in the world.
In partnering with Nike, our goal was to elevate the message of innovative thinking. We developed an approach to brand engagement that focused on turning Nike’s message into involvement. We created brand programs that positioned their brand online, honing in on their communications to achieve new levels of clarity, inspiration, and emotional impact for their target customers.
Focusing on Nike’s “commitment” to innovation, we aligned the brand with
business partnerships to ensure that brand value was being created through
proper brand positioning among young, diverse, and well-educated consumers.