Rebranding effort for ANETS.
October 29, 2007Rockford, IL — Anetsberger Brothers (Anets), a foodservice/cooking equipment manufacturer in Northbrook IL, tasked Cummings Group with revitalizing their brand image to reflect the business model changes that were happening within the company.
Cummings helped to rebrand Anets by first completing our Brand Attribute Profile analysis, which led to a new brand promise and positioning statement. From here we created a tagline and updated their logo. The new tagline — "Anets. Quality is just the beginning.", is an open ended statement which conveys that Anets delivers benefits other than just dependable products, that their approach is different from the competition, and that there are additional reasons to select Anets as a supplier. The design changes to the logo made it more modern, bold and memorable.
Both of these elements were then implemented into a direct mail piece that intertwined the quality products that Anets in known for, with some of the intangible attributes. The mailer was sent out to prospects to invite them to take another look at Anets.
