We helped Delphi track, position and manage its global brand. By focusing its product architecture and naming strategies behind a promise of innovation, our work enabled Delphi to stand for something for both B2B and retail customers.

Situation

A long-time global leader in transportation systems and mobile electronics, Delphi decided it was time to take their innovative technologies into new markets: computing, consumer electronics and an alliance with XM to produce the first personal satellite radio receiver. But the company’s product naming practices were a combination of B2B range brands, acquired legacy names and one-off proprietary names that failed to leverage the corporate Delphi brand. A comprehensive naming strategy that better aligned with their growing global markets would help protect the value and meaning of the brand with established B2B customers as Delphi targeted new consumer audiences.

Solution

After we conducted an audit of all existing Delphi names and brands, we defined a masterbrand architecture that encompassed B2B, consumer and co-branded products. Our naming strategy called for easily-understood, descriptive names — to clarify the product offering for customers and maximize modest launch and marketing budgets — but allowed proprietary, trademarked names for breakthrough products that would be backed by substantial marketing investment.

CoreBrand created names for a number of products, including Delphi’s in-vehicle integrated multimedia product, and also developed the tools for Delphi marketing and product management teams to create and evaluate new names that promote project goals and support corporate brand objectives.

On a parallel track, our creative team refreshed the visual design system, updating Delphi’s Web site for new consumer audiences and product packaging for new retail environments.