We shifted CDK’s position from being the “hero” to being the “guide" to humanize their story and create an emotional connection with their customers. This fostered a positive, efficient, and memorable purchase experience for CDK’s customers.
Through this, we pointed CDK toward a belief that they are the “best in the world” at creating solutions that will transition the auto industry to the next chapter. This foundation laid the groundwork for the brand need, essence, drive, charge, story, and promise for both internal and external teams. This also greatly influenced CDK's tagline, brand voice, and marketing concepts that would propel CDK forward.