Gallo, a dimensional marketing solutions company headquartered in Cleveland, Ohio, has recently launched a rebranding campaign to deepen its brand equity among clients.
As the 84-year-old company’s business and clientele have shifted over the years, so has the brand.
“The brand didn’t speak to the evolved company,” said Don Szabo, vice president of program strategies, Gallo. “We work with our clients to support their business objectives, aligning the brand to transform the brand promise into a memorable and inspiring brand encounter.”
With the development of the tradeshow industry over the years, the company refocused its original enterprise from creating outdoor signage to crafting and executing brand encounters, slogans and marketing solutions for tradeshows and other clients. The more recent integration of digital services and product offerings prompted a transformation of the company’s identity itself.
Boasting a minimalistic look and feel in its branding, Gallo is now in all lowercase letters. The rebranding of the company’s identity is not only reflected in its logo, but also in its mission statement as well as its redesigned website.
“The integration of all products when there is a very impactful and meaningful thread through everything is our proudest accomplishment,” said Szabo.
Incorporation of digital and social media engagement is present in Gallo’s overall marketing solutions. The conceptualization and creation of digital marketing solutions reflect current demand for bigger impact on a smaller budget, according to officials.
Digital components have been integrated across all five of its product offerings, which include tradeshows, events, digital marketing, museum services and permanent installations. Live broadcast of production events can be viewed in multiple languages and integrated with real-time instant messaging, or exhibitors may interact with attendees through blogs and instantly change content delivery based on real-time comments and posts.
At this year’s Consumer Electronics Show, a hologram of Thomas Edison caught a lot of buzz for Gallo. Other innovative Web campaigns in the health care industry have earned Gallo a gold award for Best Total Integration Program for Large Companies from Medical Marketing & Media. For a new product launch, Gallo implemented a comprehensive educational program that simultaneously provided standardized training among 15,000 health care providers.