A periodic corporate branding campaign is absolutely necessary, according to Cars.com CMO Jennifer Vianello, and is something most consumer-facing companies rely on to remind customers they exist and reach new clients.
Cars.com is no exception. The Chicago company launched 25 years ago as an automotive marketplace platform and now boasts 28 million unique monthly shoppers. And on June 1 it debuted a new branding campaign, including a new logo, designed to move it beyond those early days and to help establish it as a varied consumer-focused auto services company.
The campaign timing is designed, in part, to mark the company's anniversary, but also to reinforce with consumers and dealer customers what it now offers.