I was in New York City last week. When I get to the airport, Victor always picks me up, and drops me off at the end of my visit. He’ll drive me to speeches too…and this time he mentioned that he now has 10 cars.
Victor owns a whole fleet already. When I started calling him, it was just one car and Victor. He had a bit of a challenge because he’s Spanish and English isn’t so easy for him. It was a great opportunity to practice my español, though.
So, as he was driving me to LaGuardia, he mentioned he just bought a new car, a Cadillac. What color, I asked? Black, he responded, of course. Why? Because all limos and car services use black.
Well, then Victor, I said…why not try maroon with gold letters on the side, saying “Victor’s Car Service”? No, he said. I explained when I leave a building, I never know one car from the other…and it would be easier if his were all maroon, and it would stand out, and be memorable for everyone.
He didn’t like the idea. He wasn’t taught about branding. He didn’t know that the high earners in Mary Kay won Pink Cadillacs, and it was their trademark. He just wanted to blend.
Who am I to argue? He’ll probably have two more new cars by the time I go back in December.
It might be interesting, though if Victor:
1. Had gotten the new Cadillac in a “stand out” color, like maroon, or bright blue. He might have printed Victor’s Blue Limos on the side in gold.
2. He might have tried a tagline, like “our cars stand out, just like our service does”.
3. His brochures might read: we’re the only bright blue limos at the airport…we always hope you’re flying in blue skies
4. Had some fun with the uniforms in the same color.
5. Give out blue receipts.
All kinds of other branding extensions.
Well, I can try again with him, next trip!