Co-branding to Strengthen Relationships in the Automotive Aftermarket

"...what we saw in the 80's and early 90's was a lot of specialty shops. And that did one thing that was very interesting that we saw, and part of the reason why we created these co-branding opportunities is because the customer was put at a disadvantage. With specialty shops it appeared on the surface to be a convenience factor for the customer. But what the customer lost was the relationship that theyhad. Years ago you used to go to the neighborhood gas station and you knew the operator, and you had a relationship and you trusted him, right?" - Pete Baldine, President, Moran Family of Brands

As Franchise Today launches its seventh season on the air, co-hosts, Stan Friedman and Paul Segreto welcome long-time franchise professional, Pete Baldine as their guest. Baldine is president at Moran Family of Brands, franchisor to multiple automotive franchise brands including Mr. Transmission, Milex Complete Auto Repair and AltaMere Toys for Cars. 

In an industry that has long been perceived as not having any glitz or appeal, co-branding has enabled Moran's brands to build and strengthen relationships with both customers and franchisees alike. For customers, it offers a one-stop shop of convenient quality service. For franchisees, it offers an efficient business model that builds loyalty and repeat business while minimizing overhead. To these points, show discussion will focus on the efficiencies of co-branding and how Moran Family of Brands has addressed technology challenges with today's vehicles, necessity of a higher skill level for technicians and issues that both franchises and independent business alike are facing today.

Franchise Today airs LIVE Wednesdays at 11AM CT / 12PM ET with on-demand access on iTunes.