Marangoni Introduces Intelligence Quotient Brand Identity

Marangoni Tyre is promoting its new “Intelligence Quotient” corporate identity. The new global imagery builds on the striking “Intelligence” theme that has been successfully employed in the brand’s Italian home market, across Europe and internationally.

“This new identity will ensure considerably stronger trade and consumer recognition for the Marangoni brand, with continued focus on the Intelligence theme. Customers will relate to the brand being communicated through the new Intelligence Quotient ideology – delivering European quality and performance at a price that is genuinely affordable…From a retailer standpoint, the decision to stock Marangoni is clearly an intelligent one and customers will relate to this…For consumers, Marangoni promises quality and performance matched with exceptional value and a buying decision that represents a truly intelligent choice. Higher quality and performance for a lower cost is certainly a compelling sales argument!” Derek Carruthers – global sales and marketing director (Marangoni Car Tyre) commented.

The Intelligence Quotient is being pitched as an evolution of the previous Intelligence communications strategy, consolidating Marangoni’s brand perception. The new brand identity incorporates a Marangoni Mythos based insignia and also includes Marangoni’s own reworded interpretation of IQ: “1 – In a tyre, the amount of thought, innovation and skill people who make it put into the final product. 2 – The amount of intelligence in choosing the tyre that gives you the most, costing you less.”

Team Marangoni

Further to this, Marangoni launched an important new concept in the form of Team Marangoni. Said Derek Carruthers: “The strong bond, not only within Marangoni, but including our partners and customers is something we have always been proud of. Team Marangoni simply represents this strong and unified image to both the trade and consumer markets. In promoting this team ethic as a key component of how we do business, we can further strengthen and enhance our partners connection with the brand. The clear message is that every one of us, as a team is working together towards the same goal – ensuring the Marangoni brand is the success story of its market sector.”