Even if you’ve never driven a Mack® truck, you know its power—after all, there’s a reason the phrase “hit by a Mack truck” is part of the American lexicon. Mack stands for durability and toughness the way few other brands can, and has become a legendary brand synonymous with trucking itself. More than a century of growth and brand awareness culminates this week with the unveiling of Mack Trucks’ newly updated brand, created by their agency of record, VSA Partners.
Mack was born in Brooklyn in 1900. From day one, Jack Mack and his brothers were relentless thinkers and innovators. The bulldog symbol originated in the trenches of World War I not only because he embodied the spirit of hard work but, like him, Mack trucks in the field were always up for the job. He was patented in 1932 as the official Mack hood ornament, where he remains virtually unchanged to this day.
In recent decades, the Mack brand took a back seat to product innovation, manufacturing upgrades and the creation of valuable new service offerings. VSA’s work to revitalize the Mack brand represents the most comprehensive and strategic brand evolution in Mack’s history.
VSA began by examining all aspects of the Mack brand ecosystem and conducting a thorough competitive and market analysis. These insights were further augmented by comprehensive in-person and online qualitative research with customers, drivers, dealer sales teams and Mack employees. The result: a new differentiating strategic position, authentic purpose and emotional persona grounded in research. Mack’s new tagline, Born Ready, captures their unshakable, bareknuckle spirit and speaks to a legacy of customer-centricity.
The brand work includes a new logo, global tagline, brand video, brand identity guidelines, dealer retail guidelines, collateral redesign, corporate signage and stationery systems, 360º messaging framework for customer segmentation, an advertising campaign and a completely overhauled Mack website—all launching in the coming weeks.
Mack is at CONEXPO-CON/AGG 2014 at the Las Vegas Convention Center this week displaying 10 trucks, all showcasing the new identity and bulldog. You can also catch Mack at MATS, March 27-29 in Louisville, KY for a singularly exciting tradeshow experience, featuring soulful singer Julie Roberts and renowned tattoo artists. Be on the lookout for a totally new Mack web experience. And when you see the new bulldog on highways across North America, give him a wave—he’s standing watch over a powerful truck and powerful brand.