A taxi brand takes a new route.
Discount Cab realized they needed more than their fleet of neon green taxis to stand out from their competition. To get them to their revenue goal and increase ridership, they knew they had to reposition their service to attract and retain passengers.
What we did:
- Brand positioning
- Brand messaging
A fleet of bright neon Prius cabs were attention grabbers. But they needed something more. They needed to give passengers a reason for hailing their cabs over others.
The branding team and leadership homed in on the question of what passengers want in a ride from point “a” to point “b”. This revealed a simple truth – people want to feel welcome, safe, and cared for, regardless of whether they’ve just arrived at a 5-star resort or have entered the backseat of a cab.
This insight led to a new positioning statement and ultimately, a new tagline:
We drive people happy
With a meaningful and unique position as our guide, we developed the brand story to support and launch the rebrand.