The Geek Squad are one of my fave brands, and I’ve raved about them before. They’ve taken something as mundane as computer repairs and created a branded experience that really stands out. Their "Chief Inspector" Robert Stephens was nice enough to do an endorsement for my brand vision book, which has a case study on them. They recently expanded out of the US, where they have 15 000 people, and launched in the UK via a
link-up with Carphone Warehouse.
Lots of people focus on the Geek Squad brand’s emotional "sizzle": a unique style is inspired by 1970’s cop shows, with all their "agents" wearing a uniform of black tie, white shirt and socks. And this is a key part of their success. But what I really like is that the brand is built on a great "sausage"/service: the agents really know their stuff, arrive on time and talk to you in language you get, not tech-speak.
And its not just little old me saying this. I was chuffed to bits to see that they came out on top in last weekend’s Sunday Times test of 3 computer repair companies: the Geek Squad creamed The Tech Guys and Geeks on Wheels, as the results below show. And this quote brought tears of joy to my eyes:
"Finally someone who could fix all the problems – and in just 50
minutes. Geek Squad may be a bit gimmicky, but it proved it also had substance."
Way to go Robert and the UK team!
