American Lowline Registry

• Recognizing that our breed name, or more specifically the word “Lowline” has psychologically negative connotations within the US beef industry, the American Lowline Registry Board of Directors are, through strategic planning, proposing a marketing strategy to “rebrand” our breed for the benefit of all of our breeders – Fullblood, Purebred, Moderator and Moderator Plus producers.

Objective:

Image enhancement of our breed within the commercial beef cattle industry in America.

American Aberdeen Association

Because quality and efficiency never go out of style.

“Re-naming (re-branding)our cattle and organization is a way to cement a new

reputation—to change not only how we are perceived , but how we perceive

ourselves. Aberdeen accurately describes our cattle and our cattle's heritage. Its

the first impression that starts the story. First impressions are lasting

impressions. Peoples decisions are usually made in less than one minute on first

impressions and are not easily changed based on what those first thoughts are.

You will rarely get a second chance to change their mind. The name, whether it’s

a product, company, association or whatever else, first impressions are a huge

factor. The idea is that a good name starts the right conversation. It creates the

first impression that its owner wants to give, not just in that first tenth of a

second, but also in the next minute, when the story is being told about that

product. Many times we find that we are having the wrong first conversation

based on our name, trying to explain what we are and what our cattle are.

American Aberdeen will make good first impressions and direct our first conversations with people in a positive way.”

WHY?

The intent of this rebranding is to expand the use of our genetics through the commercial beef industry, coupled with Nationally directed promotional facets of an association, should create stimulated demand for all sectors of our breed.

American Aberdeen Association

•Mission Statement:

•“To register American Aberdeen cattle with integrity, accuracy and efficiency in order to maintain the herdbook with confidence and support the success of American Aberdeen cattle producers.”

American Aberdeen Association

Slogan:

American Aberdeen –because quality and efficiency never go out of style.

American Aberdeen Association

Motto:

Efficiency matters, moderate with American Aberdeen

American Aberdeen Association

The two prong proposal is simple. This first prong is simply substituting the word “Aberdeen” for the word Lowline and “Association” for the word Registry in every facet of our breed. The reason is that this word accurately describes the heritage of our breed. We would have Aberdeen Fullbloods, Aberdeen Purebreds, Aberdeen Moderators and Aberdeen Moderator Plus.

American Aberdeen Association

The second prong is to develop an Aberdeen Plus category for animals who are at least 50% to 87.5% Aberdeen (formerly called Lowline) and out of a registered purebred Angus or registered purebred (1A) Red Angus base.

American Aberdeen Association

• Keys to successful rebranding efforts. • Roll out the new name and logo (“American Aberdeen, because quality

and efficiency never go out of style"). Use it every chance you get, on every piece that you print, email, text and on all social media.

• Make sure no old names are left in print or online or on social media. • Use some phrases to reference the name change.... “formerly called

Lowline but now called Aberdeen....this explains their true heritage.”• Don’t use the words Aberdeen Angus to describe our cattle, use American

Aberdeen instead. Although the word Aberdeen describes the heritage of our cattle, we want and need to distinguish our cattle from the modern American Angus cattle that don’t have the fleshing ability, muscle and genetic purity of our cattle.

American Aberdeen Association

Strategically plan a functional, professional and current Nationally directed promotional effort within our scope and means.

American Aberdeen Association leadership role to help guide the conversation about our value in the beef industry and drive our message to producers.

Utilize the many talents of the membership and lean on them to measure the pulse of the regional environment.

Time-frame.

QUESTIONS/COMMENTS