Repairing and Rebrandng a Franchise Network

The brand was suffering from declining sales and brand health scores with a growing reliance on discounting to get results. The ‘Beau & Dave’ tyre and discount media campaign was actually killing the brand in 2005 and the blue coloured sites were recessive and blokey. Traffic had the challenge of increasing brand visibility, personality, sales, profits and morale.

Traffic recommended over 300 sites be repainted orange, a new logotype and a positioning line that reaffirmed Beaurepaires authority as a tyre expert – Beaurepaires ‘Who you turn to for tyres’.

The first priority was to eliminate the ‘blokey’ culture in the physical and customer service delivery with new decor and new sales training
 on site and online. Implementation of new identity and marketing strategy evolved over 12 months and sales gains were evident with each new site rebranded. Beaurepaires boasted record profits in 2010.

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