Midas, Inc.: Trust The Midas Touch campaign

In January 2003 a new chief executive officer, Alan Feldman, took over Midas, Inc. Though possessing a well-respected brand, the company was in disarray.

Midas, Inc.: Trust The Midas Touch campaign

Ed Dinger

OVERVIEW

In January 2003 a new chief executive officer, Alan Feldman, took over Midas, Inc. Though possessing a well-respected brand, the company was in disarray. For years Midas had focused on muffler manufacturing and used its franchised shops as a way to move inventory. But with the introduction of longer-lasting mufflers in the 1990s, Midas's old business model showed cracks. In addition to recasting Midas as a pure franchisor, Feldman wanted to move the company farther away from its muffler heritage to make Midas muffler shops into general car-maintenance centers. But...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands