Lesson 17 – Change is Good, But Not Always

Through relationships developed while in Iowa, we got the opportunity to work with a family auto dealership in Pella. The Vander Waal family had recently purchased Ulrich Ford and was considering changing the name to help the community know it was now their family business. They retained Callis to research the market and help them make the decision and to create a brand that truly represented their values and identity. Through research, we determined that Ulrich had a great brand name and awareness and the decision was made to keep the name. From there, we created a new branding identity and marketing program. Over the past 18 years, the Vander Waal family has continued to build on the image and reputation and grow their business. Thank you to each of them for the opportunity to be a part of their success story.