Redefining car audio as the guardians of audiophile lifestyle.
Make everyone's car their shrine.
Mobile West came to us with the proposition to aid them in reinvigorating their brand, driving scale to a national footprint, which was initiated with the naming exercise that led to the new brand name, MW Autocraft.
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The Central Problem:
An unscalable brand & a myopic, transactional view of the customer focused on selling boxes rather than experiences.
​The Potential:
Own the distinctive position as curators & protectors of making customers vehicles the place they always want to be.
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The Proposal:
To define a disruptive sweet spot where we were confident MW Autocraft could compete, we knew we had to get beyond branding across the polarizations of those shopping
price & selection, or service & expertise. It existed where the service model could brand itself beyond the individual, extending relatable value to the growing trend in integrated systems consultation. In short, we could collapse the void between cost driven & design driven audiences, creating a entirely new one, aligned with the natural mind-set trajectory on individualized technology solutions.
Brand Strategy
Put the consumer in the driver seat
Market Response
Today we are totally untethered, on the go and yet fully connected. Our car is not just a part of our digital universe, it's at the center of it.
Market Reality
My car is my
studio
office
shrine
identity
universe
companion
happy place...
RETAIN BRAND ATTRIBUTES
Strong Manufacturer Support
Service Driven Model
Experiential Wisdom
Priority On Integrity
Intellectual Offering
Installer Standards
Co-Op Resources
Selling Boxes
Commodity Driven
Inconsistent Advertising
Disingenuous Sales Culture
Cost Based Value Proposition
Frenetic, Cluttered Marketing
Product Offering Schizophrenia
DUMP NEGATIVE CONVENTIONS
CONVENTIONS
Make every customer's
vehicle their favorite
place to be.
BRAND PROMISE
Manifesto — When the automobile was born it became the central embodiment of “The American Dream.” A dream about freedom.
About independence. Escape. Solace. Solitude. Solidarity. The advent
of Car Audio, though intrinsic to the larger idea of what the car is to
the driver, hardly captures the full orb of what it is to be one with that vehicle. So we reject what the rest of the car audio industry says it’s all about. We believe in more. In automotive sensory engineering. We are the sound whisperers. The tech loopers.The curators of comfort. Spinning neurological auto fantasies into physical jazz. Because your vehicle isn’t just your car, it’s part of who you are.
Expressing the brand story
The most powerful brand stories are told through the lens of mutually relatable experiences.
The MW/Autocraft story was perhaps best delivered through the relatable experiences we share by mutual association with our vehicles — experiences that came to life to even greater extent, & in a more credible way when coming directly from the audience. Developing programs that rewarded & encouraged user generated content was at the very center of the MW/Autocraft brand strategy. On a campaign level, this imperative allowed audiences to contribute to shaping the brand — placing them in the driver's seat.
