“You’re not selling parts, you’re selling time,” I told them. And recommended creating a brand that would quickly communicate their story: Modern Quik-Ship.
The concept was a huge success. It wasn’t long before GM’s parts zone manager reported seeing the Quik-Ship logo (designed after a packing crate stencil) “wherever I go.” The powerful new brand with the built in benefits story helped the client earn millions of incremental dollars over the years -- and it’s “getting stronger” reported the dealer principal from time to time. After 20 years, the Quik-Ship name was “retired” to accommodate expanded geographical coverage and a new 23 brand co-op based on Quik-Ship’s clear success.
Takeaway: Think carefully about what you may be selling beyond the obvious -- and, if possible, incorporate your key message in your brand name -- like Modern Quik-Ship did so successfully.