Time is the new 'brand position'

Has anyone heard of 'In 'N' Out' - well believe it or not it's a garage, which caught my eye at Cribbs Causeway. One of the main bugbears for taking your car in for a service is that it takes sooooo long. Meanwhile you're stuck without a car in some grimy, freezing cold reception, waiting to hear how much you're going to be stung for. What a joy. So here comes 'In 'N' Out' - a new brand which turns this whole experience on its head. You check in at the gate, a smiley chap tells you how long it's going to take 30-40 minutes and if you're one of the lucky few that received a flyer through the door, you get a free valet worth £18.... the reason that sealed the deal to make me go to their garage and not another one. Get this - there's a nice coffee lounge there with magazines and the workshop is this clean, high tech, slick operation, with clean, branded, I'd go so far to say as 'pressed', boiler suited mechanics that actually say 'hello' and 'I'll be with you in a minute madam'. GREAT brand experience - nice positioning. The company name 'In 'n' out' conveys so quickly what you want from a garage and hints that it'll give you back that valuable commodity that SwiftCover also promises - Yes it's 'TIME'. And the packages you can buy, the service they provide and the brochures etc that express this, are all very well done. The only hiccup I'd say is that it actually took much longer than they promised... leaving one rather gutted marketer, rather than customer. But hey - as a 21st century marketing experience it's great! Nice work.