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  • Writer's pictureBrian Creath

Brand Work: Creating Service Differentiation

Updated: May 9

Waterway Carwash is widely recognized as the leading innovator in the car wash industry and has multiple locations in St. Louis, Kansas City, Denver, Chicago and Cleveland. 

Waterway invented the concept of a customer loyalty and rewards program for the car wash industry: its ‘Clean Car Club,’ (a retention and acquisition strategy) has been the foundation of the brand’s growth for decades. 

Waterway hired Cohesion to redevelop and help manage its brand and marketing efforts and drive new growth.

Cohesion retooled the brand’s positioning on the foundation of ‘Waterway Clean,’ a level of attention and detail that no competitor can match. 

From advanced technology to high-loop cotton towels and concierge-style service, Cohesion refined Waterway’s brand promise into a premise not competitor can match: “It isn’t really clean until it’s Waterway Clean.

That positioning driver ("Waterway Clean") became the master brand direction that continues to drive the brand today through the positioning line: "A Better Way To Clean."

Cohesion also redeveloped the brand identity for Waterway, modernizing the primary logo and updating all of the brand's messaging and visual assets.

Do you know an organization that needs to evolve its brand? Contact Brian Creath, president of Cohesion at or at 314-276-5383.


Cohesion is a strategic brand consultancy that helps organizations position, package and articulate the essence and direction of businesses, brands, solutions and issues. Since 1999, our work has created new value and revenue for more than 150 organizations, including Fortune 500 corporations, mid-market companies and innovative small businesses. To learn more visit, or contact Brian Creath, president, at

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