Propel Rebranding Story
Redefining Market Perception with Strategic Storytelling
Engineering Excellence to Propel. Always Ahead.
The Challenge
Propel Industries, a leader in crushing and screening, needed to align market perception with the actual value of its products. Despite delivering superior productivity, innovation, and quicker ROI, customers still preferred legacy brands. Their tagline, “Engineering Excellence,” failed to showcase their innovation. Trust in established brands hindered Propel’s growth.
Our Solution: Propel. Always Ahead.
We shifted the brand’s focus from static quality to dynamic leadership and momentum. The new tagline, Propel. Always Ahead, achieved key strategic goals:
Brand Position
Declared Propel as the industry innovator, Propelling Always ahead
Customer Benefit
Implicitly promised that customers could only move “ahead” by choosing Propel.
Core Message
The brand identity became synonymous with constant progress and momentum.
Bringing the Story to Life
Over three intensive months, we executed a complete rebranding across all channels, ensuring every touchpoint spoke the new language of leadership and progress.
Corporate Story
The Dynamic Leader
Our flagship film narrated Propel’s modern approach and innovative spirit, contrasting it with the inertia of legacy thinking. It showcased the speed, productivity, and profitability their customers were achieving on the ground.
Product Story
Narratives of Performance
We applied the “Always Ahead” storytelling framework to their key products. Showcased here is the dumper truck film. The result was product communication that was persuasive based on product performance.
The Measurable Impact
The rebranding was a resounding success, giving Propel the communication tools needed to challenge and beat competitors on merit and demonstrable value.
Client Endorsement
The Ultimate Seal of Approval
V. Senthilkumar
MD, Propel Industries
The ultimate measure of success came directly from the client.