Lippert Components, Inc. announced the company is rebranding to Lippert at the 2021 NTP-STAG Expo in Orlando, Florida.
Lippert’s parent company will remain LCI Industries, but all products previously branded as Lippert Components no longer will contain the latter half of the company name.
Jarod Lippert, VP of marketing and public relations, said the company’s product ordering process will not see any changes.
“What we will do is continue to assess what products belong under what brand,” Jarod Lippert said.
Lippert Components sub brands such as Taylor Made, CURT and Lewmar will be endorsed by Lippert.
“For the past decade, we have been on an intense journey to become more than just a single market component manufacturer,” President and CEO Jason Lippert said. “Early last year, we set out to redefine our brand strategy which better fits our business today. As we drive toward $3 billion in sales with a significant global presence, the time is right to fine tune our branding strategy.”
The company got serious about rebranding in March last year, Jarod Lippert said. An Indianapolis-based marketing agency with prior RV industry experience was contracted to conduct third-party research.
“They helped guide us along this journey,” he said. “It makes sense for someone on the outside to look at an issue and at the big picture holistically, to tell you what makes sense.”
Customer survey results revealed that many consumers, RV dealers and OEMs already recognized the company by its simplified name, Lippert.
“We knew this going in, but it is nice having it backed up by actual data,” Jarod Lippert said.
Lippert worked with Element Three to streamline the brand and give Lippert team members a more cohesive identity, no matter what department they work in or location they are at.
Lippert’s brand identity includes an updated logo, color scheme and design to reflect the company’s new promise based on exiting core values, “Whenever, wherever, we make your experience better.”
The change will be reflected through packaging, website updates and social media starting this month.
“This rebrand is more than a new logo and color scheme,” Lippert Chief Marketing Officer Joe Thompson said, “it is about creating an identity that can help us better relate to and serve our customers.”
Jarod Lippert said the company plans to be precise with its branding going forward.
“We are making sure we are not diluting the Lippert brand, just continuing to strengthen the process,” he said. “That is what this is all about. There was a bit of consumer confusion about who Lippert was and what we stand for. [The change] invites us to back that brand strength up and continue to provide value.”
