Scale up and dominate your Industry

“How do we know who we are? What if we’re believing our own BS?” This is one of the first things Christian Chia said to me. He has a great point and it is one we take very seriously. In fact, when we rebranded our own company we worked with an outside agency for the same reason.

OpenRoad is BCs largest vehicle retailer and they intend to keep growing, for this to happen alignment became of critical importance. They have over one thousand employees and over twenty vehicle brands each with their own store, management, and teams.

What is the grand vision for the company? What are they going to rally around? What makes them different and why do customers buy from them when they could easily go elsewhere? All of these questions point to what we refer to as a companies Core Brand Concept. This is that little bit of magic that makes each company unique. Let me explain. OpenRoad sells the same cars, in the same city, with the same sales training, same stores, and the same prices as their competition. Imagine that!  With this in mind, they have grown faster than almost all their competitors and in the span of twenty years earned the top spot in regards to the number of locations.Read More