The word “Re-Branding” seldom associated with a product changing its logo or appearance and hoping that this will boost sales without analyzing why they re-brand. During the “Achilles Radial Re-Branding” project, our organization, PT Multistrada Arah Sarana Tbk, were taken by the DM ID team into a journey of finding the true identity of the Achilles Radial brand by peeling every layer of what the brand stands for. The “Tip of the Iceberg” for Achilles Radial rebrand is the new look, but this project goes deeper by unlocking the Spirits, the DNA and the Essence of the brand. The results is a clear strategic direction of what the brand represent, how we, as organization, need to act and project the brand, and finally a future potential outlook of the Achilles Radial brand for anyone who touches our product, whether it is our shareholder, our employee, our customers and our consumers.
Edward Mamahit
Former Head Global Marketing & Business Development
Achilles Radial
Slide background