For decades, automotive brands were differentiated by technological features: power, reliability, safety, or comfort.
Electric mobility standardizes technology. Technological features can no longer differentiate brands.
OEMs need to decode what led to the pursuit of certain features in the first place: there is a greater meaning beyond technology in every brand.
This meaning drives the experience of a brand, its products, and communication. It is the source of all bygone and future heritage.
A holistic strategy gives a brand meaning – an essential pattern across brand, product, and communication. It provides a collective understanding of the brand among internal departments, external specialists, users, and non-users.
The product or service brings the brand into existence. The holistic strategy provides the link between brand and product. When the brand’s meaning is clear, the product’s requirements become obvious.
A holistic strategy automatically leads to clear, coherent communication. The story lies within the brand’s meaning – it only has to be told. In contrast, the communication of non-holistic brands has to create context in the first place – over and over again.
Today, OEMs build cars, sell them – and are done. With eye-level competition from newcomers in low-cost countries, generating a one-off profit by selling the car as the end product doesn’t work anymore.
Brand experience is the new end product – and the greatest profit pool in the new era.
A well curated, consistent brand experience starts with a strong brand positioning based on meaning – the foundation of our holistic strategies.
Electric mobility reshuffles the cards in the automotive industry. Suddenly, newcomer brands drive innovation. But traditional OEMs have an untapped superpower.
In this 1-Minute Automotive Brand Strategy, we explore how traditional OEMs can differentiate their brands in the new era.
The transition to electric mobility has disrupted the automobile industry. How can today’s established car brands, who have carefully crafted their heritage over the years, stand their ground in the future? At the same time, how can newcomers find their distinctive niche in this highly competitive environment?
In this article, we’ll be discussing how car brands can position and differentiate themselves in the new era of mobility – and a new era of marketing.
Lancia is the sleeping beauty in Stellantis’ extensive brand portfolio. A brand that shaped the automobile – with inventions like the self-supporting body and design icons such as the Aurelia B20 GT, the Aurelia B24 Spider, and the Stratos – is being awakened by a kiss in a new era of mobility.
In this article, we take a closer look at the fame and glory of Lancia and why its best days are possibly yet to come.
Formula 1 created several golden eras of racing – the front-engine era with legends like Juan Manuel Fangio at the wheel, the subsequent revolution of the “Garagistas” with their Cosworth DFV engine, and the turbo era with 1,500 horsepower in qualifying.
Ironically, the transition to environmentally friendly mobility could trigger a new golden era of racing. In this article, we take a look at the essence of Formula 1 and how the need to evolve could revolutionize the legacy of the sport.
We always start with our four-step holistic diagnosis to fully understand the current status of the brand, product and communication of a new client. The diagnosis gives us a holistic perspective of the company, and allows us to propose a tailor-made offer.
Based on the diagnosis, we build a holistic strategy platform, starting with the next most relevant step.
BRAND: positioning, long-term territory, brand experience
PRODUCT: portfolio strategy, design strategy, product concepts
COMMUNICATION: communication strategy
INDUSTRY: competitive analysis
Optionally, we help to convey strategic messages to the public: key messages, soundbites, speeches, presentations, and interviews.
If you represent an OEM in the automotive or motorcycle industry, you qualify for a free brand diagnosis – no strings attached.
We will analyze your brand, your product portfolio, and your communication to help you step out of price competition and create value beyond product features.
Contact us to get started!