Roadside recovery company, the AA, has modernised its brand as part of a new campaign to better reflect the British public.
After finding its customers are not so interested in the workings of a carburetor or a flywheel (as has traditionally been portrayed in the firm’s promotional material) a fresh approach focuses on how drivers are enjoying journeys with minimal stress.
Putting its money where its mouth is, the AA is backing the repositioning by pumping £100m investment into CRM updates, as well as IT and roadside capabilities.
Recently, numerous heritage UK brands have undergone a similar transformation, the <a target=_blank href="http://www.thedrum.com/topics/post-office-0" Read full story ›
Source: The Drum
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