Metal Bender to Technology Innovator

• Problem
  • Brand confusion - no true master brand
  • Need for broader messaging to include international audience
  • Low knowledge of product line

• Consumer attitudes to overcome:
  • Viewed as metal-benders, not innovators
  • Not seen as commercial player

• Solution
  • Strategy: Position General Dynamics as a true systems integrator with a full range of product and system capability, from the ocean's depths to outer space, and in secured telecommunications around the world.
  • Tagline: Strength On Your Side

A unified brand image was created for General Dynamics' more than 20 unique business units. A comprehensive 300-page Graphic Standards Manual was developed to rollout the new image across all of General Dynamics' business units.

A master brochure was then developed as the primary vehicle to deliver the unifying message of "Strength On Your Side". The brochure focused on General Dynamics' core competencies with the objective of showcasing GD's breadth of experience and superior know-how in both the building of ships and fighting machines and in the innovation and integration of today's leading technologies. Housed within the master brochure were four smaller brochures dedicated to the different divisions of GD.

The "Strength On Your Side" theme was then carried into GD's annual report and marketing materials for the individual business units. Messages like "More breadth, more depth and more value", "Integrated capabilities for added strength", and "Looking toward the future, building it today" helped reinforce the forward-thinking attitude of the new GD.

The end result - a true master brand that all business units could take advantage of and a new perception of GD as a leading innovator in both the government and commercial sectors.