PartsPoint. Netherlands’ largest wholesaler network
Project
PartsPoint is the new name of Alliance Automotive Group Benelux’s (AAGB) proprietary wholesale network. The largest wholesale network in the Netherlands that supplies parts and materials to garages from more than a hundred branches. PartsPoint was created in 2021 from four strong brands from AAGB’s stable: Brezan, Staadegaard, Technische Centrale and Dabeko.
Challenge
So PartsPoint was created from several companies. Very different companies too. All the same mother, the same products and the same customers, but vastly different in character from each other. With a lot of internal pride for these big names in the market. And sentiments surrounding the abandonment of such a renowned brand. A challenge much broader than just the communications domain, but thorough and solid communication was definitely key.
Solution
WADM has been working on the new brand in close cooperation with management and top management in the deepest secrecy and with a long run-up period. On the name. On the proposition. But above all on support. Our ‘weapon of choice’? BrainSells. Precisely because of that support base. After all, the most important by-products of a BrainSells project are co-makership and especially co-ownership. That, combined with a huge commitment from the leadership of AAGB, led to one of the strongest automotive brands in Europe. Which was immediately embraced. Externally, but especially first, internally. BrainSells, branding and internal communications turned PartsPoint into a rock-solid brand.
Impact
AAGB realizes with this approach: * Thought leadership in the industry. * Internal support and a motivation boost for staff. * A foundation for the next decade. * Perfect synchronization of marketing and sales.
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