Dorman Brand Strategy

Brand Identity

Through the years Dorman Products has invented and/or acquired brands, each with its own design, color and shape. Dorman came to us with a significant challenge: Arrive at an umbrella brand to replace more than 60 existing brands. Previous attempts to integrate the brands with the company brand had failed. The brand program was launched at an AAPEX event and included a comprehensive trade show strategy and media strategy.

A brand hierarchy was established combining all existing brands into seven sub-brands, each connected to Dorman and its new tagline “New Since 1918”.

Overwhelming positive media feedback indicated that this was one of the best-run and interesting news conferences they had ever attended. The amount of media coverage Dorman received was beyond everyone’s expectations.