Smith & Milton is mapping out a brand proposition for Autoglass, the UK’s largest automotive glass repair and replacement company, before developing identity guidelines next year.
The consultancy will make a presentation to the Autoglass board in January 2003. The first phase of the project, agreeing the proposition and tone of voice, should be completed by March. The overall project is expected to be worth a six-figure fee to Smith & Milton.
A source at Autoglass maintains the project does not amount to a ‘radical overhaul’, but Smith & Milton managing director David Haseler says the company has ‘ambitious plans’ for taking the brand forward.
‘This is not a cosmetic project at all,’ Haseler says. ‘Autoglass is looking to develop the considerable potential of the brand. It wants to maximise the potential of its new positioning and proposition.’
Autoglass, which is owned by Richmond-based Belron International, operates under a ‘rigid set of parent brand guidelines’, he adds, but in recent times there has been ‘too much latitude’ in how these are applied.
‘This has been for all the right reasons, as the brand has tried to develop an appropriate personality and tone of voice’, Haseler explains, adding that this will now be done in a more structured way.
Smith & Milton won the work in a pitch against undisclosed consultancies in October. News of the project comes a week after No One revealed it is working with Autoglass on its mobile car repair service AutoRestore (DW 5 December).