Ken Schmidt can’t get the jingle out of his head. “We’re the guys in the little red trucks.” You can thank auto glass specialists, the Madison, Wis.-based automotive glass replacement and repair company that operates a chain of sales and services centers in nine states in the upper Midwest. It’s not a bad thing – not by a long shot. Schmidt admits that every time he sees something from the company, he can’t help but hear that catchy little ditty in his head. The marketing campaign has what he calls that “it” vibe: – the hypnotic, simplistic messaging that can sear a brand into your subconscious.
The Change Agent: Q & A with Ken Schmidt