Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

The AA Brand Says It All When Your Car Breaks Down

Five Stars Results on Google Search

What Does Your Brand Mean?

How Can A Brand Make People Keep Coming Back?


My car recently broke down.  The last time this happened was nearly ten years ago and I was left at the side of the road, on a busy motorway, a long way from home.   It made me break out in a cold sweat.  Breaking down on the motorway isn’t safe.


When I broke down this time I was at the seaside and perfectly safe.  But I was still miles form home and I still felt uncomfortable and realised that by public transport I was 5-6 hours from home (it was Sunday and I needed to get to the main road to catch an infrequent bus to get to a rail station and then take another infrequent bus …… aghhh). 


 Problem Solved

But no problem, Sharon and I are in the AA.  We sat in the car, looking at the waves breaking on the beach, and phoned the AA to explain our problem.  Half an hour later I had a call from a technician to say he was just 10 minutes away and would soon be there. 

He arrived on time and 10 minutes later had solved the problem.  The immobiliser had killed my starter motor and he rebooted my car by locking and unlocking my car!  It reminded me of techies that, when my computer packs up, always say turn off your machine and restart it.

This may not sound like marketing because it isn’t about an advert, doesn’t use a website, an app or social media.  But this is marketing in its purest form.  It is about satisfying customer need.


How did I feel?

Problem solved and I felt happy and safe.

So what does the AA brand mean to me?  It means “happy and safe”.

The AA team were there when I needed help and that’s how I see them .. really helpful people.

It didn’t actually matter how long it took to get to me .. they keep in touch by phone and keep you updated. 

The previous time they couldn’t restart my car (the engine had blown up due to a broken cam belt) but they took me and my car to my home.  I was safe.


Your Brand

It’s unlikely that you repair cars and provide a relay service but think about how your customers feel when they come to you.  What feelings do they have and how do they want to feel.  Are they stressed by having to make a decision on colour, model etc?  Are they confused by the range of options?

What can you do to make your customers life easier?  To allay their negative thoughts and fears?  To get them in a state like mine, where i was happy and felt safe?


Your brand is what people think about you, it is about how you make them feel.

So building your brand isn’t about a logo …. it is about how your business makes people feel.  So make them feel good and you grow your brand.

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