Naming Strategy and Claim for Goldhofer, 2020

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When you’re dealing with literally heavy things, the name Goldhofer is familiar to you. The brand is one of the market leaders worldwide, well known as a producer of vehicles for heavy load and special transport – and also has 200 years of history in blacksmith’s craft. Lately Goldhofer went through a large transformation process that included the development of an entirely new product line. This was the moment we came into the picture.

How do you get emotionally involved with a heavy-duty vehicle? 

Before we could create a naming strategy that was extensible and – unlike the industry norm – emotional, we had to develop a real understanding of the brand and the very specific industry. In close cooperation and many workshops we immersed ourselves deeply into the Goldhofer world. And came up with the bold “star”-naming system, that can be easily extended and will refer to the characteristic shape and function of every individual vehicle. The first vehicle of the new product line entering the world with the new naming system is the „STEPSTAR“.

To emphasize the importance of the product line within the brand architecture as well as in the external communication, we also developed the tagline “The new GOLD STANDARD”. Goldhofers forward-looking brand strategy, the brands high quality, the new product line but also the roots in blacksmith’s craft – the claim is the essence of all these stories.

The new emotional naming strategy comes even more to life in the movie we did for Goldhofer. It features the new vehicles in an entertaining and quite unexpected way – leaving no doubt that there are new stars in the company. To spread the news, we also developed a microsite concept and a brochure.