RYAN COMBS / BRAND STRATEGIST
         
Howdy!
My name is Ryan Combs. I’m a creatively wired, commercially savvy strategist with a strong vision for the role of brand building in value creation.

Prior to my career, I learned about myself to compete as a college distance runner, then enough about other people to make a humble living playing poker.

Eventually, learned that I don’t know jack about squat, but that I could maybe, just maybe channel some of that competitiveness, deep thinking, and a lifelong passion for design into a career in brand strategy.

So far, so good.

EXPERIENCE


Since joining Rivers Agency as the first member of a brand new strategy team, I’ve formalized our strategy offering and led the development of all internal documentation, processes, and frameworks. In addition, I founded our newsletter, Upstream, which you should see on the right.

Splitting my time between our home office in Chapel Hill, NC, and an outpost in sunny London, England, I’ve helped to win over seven 7 figures in new business, facilitated 4 brand transformations, completed 3 naming projects, and contributed to the launch of 2 new companies. Both biotech, but cool enough, right?

I’ve also spent a hell of a lot of time digging on Reddit, and consequently, a lot less time than I’d spend researching elsewhere. Not always the right approach, sure, but different hats for different cats.

Throughout this time, I’ve been fortunate to pick up a toolkit that includes:

  1. Mixed-method research — ethnography, category analysis, opportunity-spotting
  2. Positioning and brand architecture
  3. Creative brief development and delivery
  4. Writing and designing slide decks
  5. Shortening, and shortening, and shortening said slide decks  

    ...and on a more limited level:

  6. Communications planning
  7. Product and innovation strategy


If you wanna talk shop, you can always contact me at ryandavidcombs@gmail.com or shoot me a DM on LinkedIn.




RETURN

Background


With over 80 locations washing nearly 5 million cars annually, Autobell is America’s largest family-owned car wash. The company was founded in 1969 with a mission to deliver ultimate convenience to the customer, a goal that is exemplified through their commitment to clean the outside and inside of a car in 15 minutes or less.


PROBLEMAutobell needed a new brand campaign to drive home their promise of ultimate convenience. Despite a compelling promise — an inside-out clean in 15 minutes or less — we found that prospective customers didn’t recall their offering to be unique.


WHAT I DIDWith some light research and social listening, I found that private equity was buying and building car washes faster than anyone could drive through them. However, Autobell has something they can’t buy: over 50 years of family ownership. While competitors are fighting in a commodified market, Autobell can separate itself by taking a stand.


Here’s a fun little artifact from the strategy sprint.

So, working alongside a small creative team, I flipped a generic benefit (convenience) into a viewpoint worth rallying around (below). And of course sold the strategy, wrote the brief, etc. 

STRATEGY In a world of self-checkout and self-service, Autobell doesn’t believe in putting the customer to work.

OUTCOMEThat strategy became the crux of the 2024 brand campaign, which, at the time of writing, is running across linear, CTV, and radio in all Autobell markets.