Case Study Wednesday: Cadillac
As one of the leading global branding firms, Addison Whitney is behind some of the world’s strongest and most iconic brands. We’re proud of the work we do for all of our clients and love sharing our stories.
That’s why we’ve launched “Case Study Wednesday”, where we highlight one of our amazing clients and the work we have done with them. To learn more about our work, click here.
This week, we will be featuring our work with Cadillac:
Cadillac approached Addison Whitney to create the brand name for their new sport utility vehicle. A market characterized by a proliferation of rugged sport utility vehicles and the recent introduction of “luxury trucks” by Lincoln an
d Mercedes forced Cadillac to take a different approach. Instead of trying to stand out in a crowded industry, Cadillac decided to redefine the market with its first sport luxury vehicle.
We developed the name Escalade, which is defined as the act of climbing up and over (a wall or fortified place). This new name communicates the ability to escape and the skill to scale or climb a mountain while incorporating the luxury associated with Cadillac.
“Escalade is the right name for a vehicle that will reach a new level of prestige in the full-size sport utility segment,” said Dave Nottoli, brand manager for Escalade. “Escalade will help Cadillac offer a broader portfolio of products to luxury consumers who are also considering sport utility vehicles when renewing their leases or making their next purchase.”
Teams Involved:
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