We didn’t reinvent the wheel—just the wheel performance industry.
Innovation spans more than six decades of product R&D at Pennsylvania-based manufacturer IMI. As the company developed the next evolution of their wheel-end balancing compound, IMI called on Merit to build a brand position that would propel sales of its compound. However, though competitive research and customer insights, we saw an opening in the market to take the company beyond a manufacturer of iconic products to a position of total ownership of tire and wheel performance industry.
Market Reality
Prior to the engagement, manufacturers of fleet tire and wheel accessories competed for shares of the market one product at a time. For IMI, those products included wheel-end balancing, wheel refinishing, loose lug-nut indication, and tire sealant. We challenged this model by challenging the great divide in the industry between product equity and brand equity.
Market Opportunity
Our partnership provided insights from research and strategy to unify messaging, creative and digital campaigns around one name, one company, one purpose, and one personality. By understanding the competitive landscape and its silos, we turned market insights into opportunities to differentiate IMI.
Invention Strategy
We crafted a new narrative and visual presence to unify IMI’s product offering under one brand with the intent of creating more meaningful dialogue between the brand and its customers: fleet operators, fleet owners, commercial tire dealers, distributors, and industry tradespeople.
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