NORS | REBRANDING AUTO SUECO
A MULTINATIONAL PORTUGUESE COMPANY IN NEED OF A MULTINATIONAL BRAND
Read more >
FacebookTwitterPinterestLinkedIn
NORS | REBRANDING AUTO SUECO
A MULTINATIONAL PORTUGUESE COMPANY IN NEED OF A MULTINATIONAL BRAND
Overview
Before Nors, there was Auto Sueco. A Portuguese company who started its business in the 1930’s importing cars and trucks from Swedish company Volvo.
The company began to grow. New businesses were added to the company’s portfolio. From trucks, buses and cars to construction equipment, marine engines,
industrial engines, insurance, vehicle inspection, gensets, components, autoglass, rubber produt and granulates, waste collection and treatment solutions.
Soon, Auto Sueco Group was an industrial empire. New businesses demanded new companies to manage them and new brands to market them.

Several brands were created inside the Auto Sueco Group: AutoSueco, Ascendum Group, Auto-Maquinaria, AutoSueco Automóveis and Motortejo, as
original equipment solutions; Civiparts, AS Parts, OneDrive, Express Glass and Axial, as integrated aftermarket solutions; Soma, Biosafe and Sotkon, as
recycling solutions; MasterTest and Amplitude Seguros, as safekeeping solutions.

In 2011, Auto Sueco Group had billings of over a billion euros, more than 4.300 employees and had expanded worldwide. It reached 15 countries in 4 continents. From Turkey to the USA. From Portugal to Angola, Namibia and Brasil. However, the group felt their name and brand identity did not reflect the group’s current strenght, gravitas and global ambition.

That’s when they decided it was time to talk to Brandia.
We’re glad they did.
Challenge
How to rebrand a giant multinational automotive company without the risk of disrupting their business and losing its soul?
How to create a new corporate brand which could head the company’s brand portfolio?
Solution
Total rebranding. New name, new logo, new symbol, new colour, new tagline, new graphic universe, new brand voice – new everything.

We started by doing our strategic homework. First, we conducted an exaustive brand auditing. This was the project’s kickoff. It included extensive interviews
with the company board and top management. We wanted to understand their business, their organization, the company’s inner motivation. We also interviewed
numerous Auto Sueco employees to evaluate the corporate culture. We created workshops inside the organization. We studied the competition. We looked into the
market trends. We then presented a strategic recommendation to the company’s Steering Committee.

The recommendation was based on the brand’s key differentiator: its people.
We explored the importance of human traits in a machine world and came up
with the core insight: humanempowered machinery. Without human beings, machines would not survive. Focused and engaged human beings have the ability to
create machines that never stop.

The strategic recommendation was approved. We were ready to start the creative process.

The first task was the gargantuan mission of changing the name. Yes, a tiny little word was all we needed, but what a word it was!... We spent months looking for it.

After hundreds of possibilities, we finally had a decisive breath of inspiration. We thought that, since the group had come from the north of Portugal and the north of
Europe, it made sense to look for words in this “northern pattern”. One of the words that made it to the computer screen was “Norse” (as in “men from the north”, after
a famous depiction from a 9th century british monk, talking about an incoming viking invasion). Someone from the creative team saw the writing on the screen and
deleted the last “e”. Norse became Nors. The sky then opened up and angels came pouring down playing their triumphal harps. Well, not really, but that’s how we felt,
anyway.

When the team gathered around the name, everyone felt instinctively this was The Name. For the client, the name was a revelation. An extraordinary state called unanimity had been achieved. Nors had a perfect blend of north and of “we” (which in Portuguese is translated by “Nós”, a word simillar to Nors, in writing and sound).
Results
The new brand was launched in September 17, 2013. It’s too soon to talk about results. But it’s safe to say we’re feeling lucky.


Related