Key Points

New Brand Promise: "Right By You"

• The company has landed on a new brand platform called "Right by you," replacing "RVer's Trusted Resource"
• It's built around the "Caregiver" brand archetype (think Pampers-style trust and care)
• It applies to the entire ownership experience, not just the sale, and to employees, not just customers
• No new logo, colors, or signage; this is about repositioning, not rebranding
• It will roll out slightly differently across sub-brands (Capital RV, Lazydays, Signature Collection/Airstream)

Industry Update

• Ben spoke at the RVIA Aftermarket Conference on four things the industry needs to fix: quality, service capacity, supply chain discipline, and transparency
• Winnebago is consolidating manufacturing (Towables moving to Grand Design, B Vans to Forest City) — seen as a sign of a tough, cyclical market.

Employee Q&A Highlights

• Advice to New Hires: Be open to training, get plugged into industry news, and master the day-to-day basics
• Difference in Sales vs. Service Hours: Store hours are decided locally by store size/staffing, not set company-wide
• Transparent Pricing/Fees: A more transparent, all-in pricing structure is coming — held up by website and compliance work across 22 states
• Recognition Program: New anniversary pins/gifts are rolling out; a tax issue on gift cards was a mistake and is being fixed
• AI training: Still early-stage but expanding; leadership says the company is ahead of most competitors in this space
• Benefits/insurance: Costs have been flat for 3 years running (rare in this market); communication on the process needs to improve
• CX/role-play training: "Scrimmaging" is intentional. Practicing awkward moments internally ensures employees are ready for real customer interactions

Make It Right Moments & Shout-Outs

• Featured customer service saves in Ocala and Tampa
• Shout-outs to team members in Accounting, Crown Club, Phoenix, Ramsey, and Toms River

What's Coming

• An employee-run charitable foundation is being relaunched (survey coming soon)
• Key dates: Hershey RV Show (Sept 16–20) and Open House in Elkhart (Sept 28–Oct 2)
• Next episode: a deep dive into strategic projects across teams

Time Stamps

0:00 – Intro & Welcome

0:57 – New Brand Promise: Overview

1:53 – How "Right by you" Was Developed

3:11 – What They Chose Not to Be

4:14 – From "RVer's Trusted Resource" to "Right By You"

5:23 – What It Means for Employees

6:15 – The Tactical Side

7:32 – Quick Q&A on the Brand Promise

9:17 – Industry News Roundup

14:34 – Employee Q&A

24:58 – Make It Right Moment of the Month

26:35 – Employee Shout-Outs

29:03 – Looking Ahead: Employee Foundation

30:36 – Important September Dates

31:28 – Next Month's Topic Preview

31:52 – How to Submit Questions or Shout-Outs

32:34 – Closing