AAA's Brand Journey to Timeless Relevance
The brand essence at AAA stands as one of safety, reliability, and trust. These core values have proven itself for anyone faced in a driving pickle. The AAA brand image is one of the most recognized in the world, and the familiar red oval has come to represent a “seal of approval” that members seek out.
Though in today’s experience-driven economy, a seal of approval is considered just one attribute to creating brand loyalty. Successful brands create experiences that are timeless and relevant to their customers' journey through life. David McGrane has seen both sides of the brand coin: directing at agencies and in-house where he is currently the Director of Brand for AAA Northern California, expanding its brand strategy beyond just automotive services to include travel and insurance.
Chromium's Managing Principal, Tony Wessling led a conversation with David McGrane around how a familiar brand stays relevant and grow its promise to customers with the freedom to worry less and adventure more.