Federal-Mogul Motorparts gets the world where it wants to be by making critical parts for automakers and the automotive aftermarket. It is the company behind popular brands—such as Champion, Moog, Wagner, Anco, Fel-Pro, and many others.
Brophy worked with Federal-Mogul Motorparts—interviewing team members and assessing third-party research. We determined that the company’s differentiation largely stemmed from the power of everything and everyone working together. Brands, products, people, and countries working together make Federal-Mogul Motorparts special in the category. Brophy built the company’s brand strategy, and because our aim was to express the ambition at the company around everything four wheels, we called it "United By Drive." We built brand touchpoints that targeted current employees, future employees, and customers in a way that makes Federal-Mogul Motorparts stand out.
Brophy developed a brand spirit book that passionately discusses the concept of “United By Drive,” as well as the mission, vision, and values of the company. We used quotes collected from employees around the world to reinforce these values. Employees each received this book, and new employees receive one on their first day of work.
To explain how Federal-Mogul Motorparts creates value for its end users and customers, we produced, “Part of Life,” a video showing how Federal-Mogul Motorparts plays a key role in keeping the world moving. We show how the company’s investment in people, customers, and technology lead to one family getting back on the road after a breakdown.
Brophy interviewed employees from across Federal-Mogul Motorparts to identify why the company's 6 values are important to them. We conducted over 20 interviews to achieve answers to represent various regions and functions of the organization.