Midas, Inc.: Trust The Midas Touch campaign
Ed DingerOVERVIEW
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...