Tesla’s founder has successfully built a brand by shunning ads – but they convince the mass market to pay a premium, and would deliver the profit margin boost the company sorely needs.
Ford wants to build on its new brand positioning ‘Bring On Tomorrow’ as car marques jostle to position themselves for an electric car future.
On a mission to recharge the Audi brand to deliver a sustainable future, head of brand, digital business and customer experience Sven Schuwirth is confident he has the recipe for success.
Forgoing the traditional hero spot in favour of a hyper-personalised approach not only helped Toyota significantly increase purchase consideration, but also deliver record sales in a declining minicar segment.
Renault’s new ad featuring a lesbian couple is a beautiful story and cultural statement, but the brand’s presence is nowhere near distinctive enough.
Renault is celebrating the Clio’s 30th anniversary with a campaign that quietly and thoughtfully tells a same-sex love story that doesn’t descend into cliche.
In the first of a new series looking at what it takes to be a marketer in different regions, Marketing Week puts the spotlight on Japan. From navigating the working style and overcoming language barriers, to determining marketing’s role in corporate culture.
The car marque has overhauled its approach to content and social in a bid to engage consumers ahead of the launch of its Honda E electric car next year.
Marketing Week reveals the top 10 marketers in the consumer technology and automotive sectors, part of our Top 100 Most Effective Marketers project.
Volkswagen has created a “no filter” brand world that includes the introduction of a new logo, brand design and female voice.
While society has pushed marketing for the better, the car marque’s managing director Stephen Norman says most marketing still lacks brilliance and the rise of digital hasn’t helped.
The ‘Prius effect’ demonstrates the importance of distinctiveness – products need to fit the narrative of a consumer’s self-image.
Automotive brands are innovating the customer experience through digital technology: these are the trends that look set to impact the industry in future.
Stephen Norman became managing director of the car marque last year after four decades in car marketing, and has spent the past 18 months repositioning the floundering car brand.