A Road to Success
He began interviewing branding companies and settled on the Columbus, Ohio, firm Integrate that had worked with The Limited and Victoria’s Secret.
“Branding is not a logo,” Yager believes. “It’s a culture.” And Mid America Motorworks has a customer-centered culture that exudes passion and care. For example, any Corvette owner who is featured in a magazine gets a personal letter of congratulations from Yager. Integrate took three separate brands and made them one, Mid America Motorworks. It’s hoped that the new logo will be to Mid America Motorworks what the swoosh is to Nike.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
