ALG
Marketing Strategy + Licensing
Since 1964, ALG has been the automotive industry standard in forecasting vehicle value. Their industry-leading accuracy makes ALG the forecasting benchmark for automakers, lending instructions, and fleet companies, providing data-driven solutions to answer some of the biggest questions facing the North American auto industry.
The Challenge
Following their acquisition by pre-IPO high-tech start-up TrueCar, the 50-year old brand needed more than a fresh coat of paint. Any update to the brand had to demonstrate BOTH a flare for modern technology as well as respect for the heritage of a long-standing brand.
Our Approach
The first step was taking ALG through a naming and strategic brand identity program to get to the core value proposition. From there, we identified the brand pillars that led to an updated logo and brand mark. Through this process, we also uncovered an untapped revenue opportunity: The ALG Residual Value Awards, a decade-old annual recognition program that presented an opportunity for increased brand recognition.
The Result
The brand research led to much simpler elevator pitch to expand their market share and explain their value proposition to a wider audience with a new tagline: Tomorrow’s Insights Today. Beyond the polished logo and wordmark, we designed and produced an awards trophy worthy of handing to the CEO of a multi-billion-dollar automaker. Finally, we developed a licensing program to promote the Residual Value Awards that resulted in use in national TV ads from brands like GM, Toyota, Honda, Hyundai, Kia, Mazda, and Subaru.
