After a long and impressive history of automotive firsts, Delphi Automotive was splitting into two companies. One would retain the old name and one, the division developing all of the newest, coolest, most futuristic automotive technologies, was rebranded: Aptiv. And as complicated as that was, once the new name was chosen and everyone got their new business cards, the real work of making that name stand for something began.
I worked with Aptiv to help give this new name the meaning that would propel the $16 billion company and its 200,000+ employees around the world into the safer, greener, and more connected automotive future they envisioned.
The work was comprehensive. What started as a content marketing assignment quickly evolved into an all-encompassing brand development opportunity.
Aptiv is responsible for most of the automotive safety technologies that we now regard as standard. This stuff save lives pretty much every second of every day. This spot illustrates how something as simple as an additional half second of response time can be life-altering.
When a company of Aptiv's size and history goes through a rebranding of this magnitude, ensuring buy-in to the mission internally is just as important as external communication.
In the near future, when cars are driving themselves and we're all reading more books and getting in way fewer accidents we'll have the folks at Aptiv to thank. A steady stream of hundreds of thought leadership pieces, directly from the experts at Aptiv, was a powerfully direct way of expressing the vision for the new brand.
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