Success Story: Mack Truck



The Challenge

In terms of consumer loyalty, Mack Truck is one of America’s strongest brands. But, since dealerships represent a variety of manufacturers, the process of fully leveraging the power of the Mack name posed some very real challenges.

To increase brand impact and consistency of dealership signage, Mack sought to overhaul their image while capitalizing on the strength of their familiar bulldog symbol.

The Solution

Mack invited Icon to participate in a sign design competition.

We began with technical surveys, presented our recommendations, and were awarded a role in the project due to both our sign design and our professionalism. The Icon solution delivered flexibility at the desired price point.

Icon engineered a cost-effective and adaptable solution to meet the needs of each site: we offered a range of base sign versions that dealers could easily size to
  • Meet local codes
  • Satisfy personal preferences
  • Adhere to budget constraints

Using 3-dimensional visual aids, we developed recommendations and pricing for each Mack dealership in the nation—a total of 260 sizes.

We also served as the liaison between dealers and corporate teams, presenting sign recommendations to dealers and educating them on the value of improved brand awareness.

In this liaison position, we helped finalize each site and implement the program. And we improved financial feasibility by developing an extended monthly lease option.

The Result

Implementation is proceeding on track and within budget. And Mack is well on the way to establishing a consistent image that matches the power of its brand.

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