Lippert Components has announced a complete rebranding of its core businesses, including the new name: “Lippert.” The parent company will continue to be “LCI Industries.”
The company’s rebranding initiative is driven by in-depth research, and third-party customer survey results that indicate the public already widely recognizes the company as Lippert. Lippert will now represent all of the company’s core line of RV and commercial products formerly branded as Lippert Components. Taylor Made, CURT, Lewmar, and all of Lippert’s other sub brands will be endorsed by Lippert to reinforce its role as a leading global manufacturer, the company said.
The first public unveiling of Lippert’s reimagined identity will be on display at the NTP-STAG Expo 2021 in Orlando, Fla., this week. Along with the change, Lippert is introducing a refreshed brand identity – including an updated logo, color scheme, design, and messaging that incorporates the all-new brand promise, “Whenever, wherever, we make your experience better,” a statement heavily influenced by the company’s core values, social impact initiatives, renowned workplace culture, and determination to better the customer experience.
According to the company, the new look and feel is not only aimed to inspire consumers but also to reinvigorate Lippert team members with a more cohesive identity that creates a sense of unity and solidarity for everybody, no matter what division, department, or state they work in.
“For the past decade, we have been on an intense journey to become more than just a single market component manufacturer,” said Jason Lippert, CEO and president of Lippert. “After the great recession, we turned our strategic focus toward leveraging our acquisition capabilities, our great people, manufacturing expertise, and geographies to become a more diverse manufacturing and engineering solutions company across multiple industries. We have succeeded in that effort, and early last year, we set out to redefine our brand strategy which better fits our business today. As we drive toward $3 billion in sales with a significant global presence, the time is right to fine-tune our branding strategy.”
Working closely with Element Three, an Indianapolis-based marketing consultancy, Lippert leveraged survey results from dealers and end-users in both the RV and marine segments. These results reinforced how the company is perceived and also indicated brand strengths within each of the channels Lippert is currently serving.
“Our customers have almost always referred to us as ‘Lippert’, and with millions of components in the field that will be touched by the consumer, it was time to trim down the hundreds of brands we’ve developed and acquired over the years, and simplify it for the consumer,” commented Jason Lippert. “A simpler and cleaner branding strategy going forward for all of our component solutions and services will make it easier to communicate with the millions of consumers that are touching our products in the RV, marine, and towing spaces each and every day.”
Throughout 2020, Lippert launched several consumer experience initiatives, such as the Lippert Scouts program, the Lippert Scouts Community, and the Campground Project as well as being involved with multiple RV influencers, timed to enhance and accelerate the new brand launch. Lippert said these programs will “help instantly cascade the new brand throughout the RV community to associate an elevated and inspired customer experience with the new brand.” Holding true to the new brand promise, Lippert is utilizing the user-generated feedback and recommendations provided within these programs to enhance its products and services in order to further enrich the consumer experience.
Starting this month, Lippert will begin implementing the new brand through packaging, website updates, marketing collateral, social media channels, signage, and more.
“We reach over 40,000 end-users a week through email campaigns, social media platforms, ads, and other marketing and sales assets,” said Chief Marketing Officer, Joe Thompson. “This rebrand is more than a new logo and color scheme, it’s about creating an identity that can help us better relate to and serve our customers. Every decision we make as a company rests on whether or not we’re improving the lives of our team members, our customers, and our communities; now we have an identity and brand strategy that’s fully aligned with that mission.”