Rick Bettger is a lifelong Omahan and owner of Omaha Car Care. Twenty years ago he became a second-generation owner of his father’s business, House of Mufflers and Brakes, and has managed – despite having just a journalism degree – to keep the business alive. Five years ago, in the face of an ever-changing industry, he decided to completely rebrand his three stores. In rebranding, he learned that the most important thing is to identify the customer you want to serve, then build your brand around that person. The journey includes tales of leadership, advertising, picking a new logo, patience and most importantly, building a culture that fulfills the promise of a brand.