b'PAGE 18 / NATIONAL CLOTHESLINE / MAY, 2019M ARKETING M AN BY L SARRY IEGELBuilding the power of your brandould you like to find up its brand. In a nutshell, aW outwhatpeoplein brand is a consolidation of im-yourcommunity agesandideastheythinkknowaboutyourcleaners aboutandassociatewithawithout hiring a research firm? company and its products andNexttimeyoureinthe services.check-out line at a local mar- Youareprobablyabrandket, ask the person next to you expert and dont realize it: ififtheyrefamiliarwithyour you see Golden Arches in thebusiness. Here are some likely distance while driving on theresponsesfromGreat!to highwayandstartcravingaUh, oh. Big Mac and fries at a McDon- Ive been coming to you alds you know is coming up,for years! I love that you.you know what branding is all Oh, thats the place on about.the corner/in the mall atBrandslikeMcDonalds, Iseeyour*descriptive Coke, Absolut Vodka and Niketermhere*deliveryvansall didntbecomeiconic CD One Price built their signature pricing strategy right into their name backed by a dis-over town. overnight;no,theyhada tinctive logo and a signature color on their signage. Ive never heard of you. brand strategy they devel- Consistencywasvital, brand.process. Here are excerpts of aDid you just open? oped and evolved over a long whether on packaging, a busi- Lets go a little deeper into brief Q&A with Kyle Nesbit,For that last one, unless you period of time to differentiate ness card or a van, in an ad or the power of branding with an VP of Business Development,didjustopenortheyjust themselves from their compe- thesignageofasponsored exampleyouveprobably Compliance at Edit TX LLC, amovedintotown,youmay tition. And the building blocks event,thelookandfeel heard of: Tide. franchisee of Tide Dry Clean-have some identity issues. they used included logos, slo- hadtobethesamesothat RecognizingthattheTide ers:Thethingsthatpeople gans, typefaces, colors, smells, everything contributed to the brandwasexceptionally NCL: What was most appeal-know about a business make jingles, spokespeople, etc. overallperceptionofthe strong in the consumer pack- ingabouttheTidebrandthatagedgoodsenvironment, made Edit TX decide to convertProcter & Gamble saw oppor- its 36 MW Cleaners to Tide Drytunitiesinthedrycleaning Cleaners?market and decided to extend Kyle: TheTidebrandthebrandintotheservice- bullseye itself was the mainbased industry in 2008, liter- reason along with Tide brandally putting a face (smiling awarenessbeing95percentCSRs) on it.and 100 million users. We as-To date, there are more than sumedthattheTidebrand800 Tide locations, including would capture a larger piecelocker-based facilities, in more of a shrinking market, garnerthan half the country. One re- higher new trial rates, and pro-cent conversion of an existing videuswiththegreatestdrycleaners to a Tide-branded chance of success in the futurebusinesstookplaceinTexas due to its ability to attract aand I thought you might like younger consumer and its abil-to hear what someone directly ity to be a market leader overThe Tide brand bullseye an widespread recognition of the brand were two key reasons for involved had to say about the any competition.converting MW Cleaners to Tide last year according to Kyle Nesbit. brandingaspectsofthe NCL: Since you converted ex-isting businesses, how did yourexisting customer base react?Kyle: Ourmanagementteam has been through threerebrands since 2003. In the firsttwo rebrands, we experiencedan immediate decrease in year-to-yearsalesthatlastedforaboutsixmonthsbeforewesaw a rebound; in the rebrandto Tide Dry Cleaners, the de-clineinsaleswasnon-existent. Ourguestreviewsshowahighersatisfactionlevel after the rebrand and newtrialrates(newcustomercounts) are up dramatically af-ter rebranding. NCL: I understand smell ispart of the Tide brand. How doyou use it?Kyle: The smell of Tide de-tergent correlates strongly withperceptions of cleanliness thatis stimulating and creates aninstantaneous mood of beinghappy. Our guests smell theTide scent when they enter ourlobbies and the scent perme-atestheproductionfacility.Visit us at Clean 19Booth 4143 Also, we inject a Tide-scentedTo learn more, see the Index of Advertisers on page 46 or visit www.natclo.com/ads Continued on page 20'