branding

San Clemente, CA-based Dana Innovations announced today that it is launching a major rebranding effort, the results of which will better reflect their business initiatives, clarify the meaning and positioning of their various brands, and assert new brand “pillars” to better convey who they are and what they represent. It will also reassert the prominence of the Sonance brand.

The company will no longer be known as Dana Innovations thanks to a “back to the future” decision to elevate Sonance – the brand under which they were founded. Company management has granted Strata-gee exclusive access to this story, including to behind-the-scenes information revealing the depth and detail of the thinking, discussions, and even arguments of the last year and a half or so that were behind this major – and some would say somewhat risky – decision.

What the heck is Dana Innovations, er, Sonance doing?…