Opinion
Fans of the History Channel show “American Pickers” can appreciate the value of iconic gas brands. The stars of the show, Mike and Frank, are always on the lookout for old gas signs, which are in high demand for their timeless look.
For a brief time, a beautiful logo was all consumers needed or expected from their gas brand. But now, they expect walking, breathing, multidimensional brands with multiple touch points and offers, and an ethos. This is especially true of millennials, who Technomic shows are especially keen on technology at the pump, electric charging stations and owning an alternative-fuel car.
Is it time to flesh out your brand? The Technomic data suggests yes. The only question is: Which brand will you put first—your store or your fuel?—S.O.
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