I love it when you see a brand make a bold, expansive move. I love it even more when that bold expansive move is still true to the essence of the brand.
So you can imagine my glee when I first read about Tide opening up a dry cleaning business. Tide opening up dry cleaners! What a logical move for the brand, yet so bold and daring. I love it.
Tide Dry Cleaners!
When you dig deeper, you see that the brand's dry cleaning concept clearly addresses many consumer concerns about using existing dry cleaning options, mostly around service. 24/7 accessibility, drop boxes, drive through windows, pick up lockers ... all aimed at making the dry cleaning experience more pleasurable. In this case, more "Tide," bringing a huge competitive advantage to the market.
I happened to have written all about my own local dry cleaning experience in my current marketing book about small business. There's a lesson to be learned here in local marketing, that's for sure, which is all about personal customer service.
Bravo! BTW, franchises are still available!
What's your experience? Jim.
President, Cohn & Wolfe NA
Author, The Experience Effect series