Wagner, an automotive aftermarket brand of Federal Mogul Motorparts (FMM), is the leading innovator in braking technologies for passenger car, medium-duty and commercial applications.
Facing an extremely fragmented market, with the premium market shifting to lower price point, FMM management determined that continued growth will require a renewed focus on new product differentiation, improved customer engagement at the retail level, and differentiation of the Wagner brand.
The Wagner Brakes brand had also diminished in the race to innovate. Restoring their historical brand equity which Wagner has rightfully earned needed to be achieved without tying the brand to a vehicle-specific technology. The goal was to create a special, singular identity that customers, vendors, and partners can visually connect with Wagner’s products and services.
Some of the key branding elements that were renewed included: brand marks and style guides, packaging, website and print advertising.