MMB

Overview

We repositioned the Jiffy Lube brand by convincing them they had to stop servicing cars and start servicing customers. This consumer-focused approach helped Jiffy Lube improve car counts by 15%--reversing a negative trend. In addition, the new positioning became an internal rallying cry and central to the way new employees were trained. The new service platform was credited with improving company profitability (double-digit increases in certain regions) and boosting franchisee system morale.