We help OEMs to differentiate their brands in the new era of mobility

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.

Meaning is holistic

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.

Our unique expertise is building holistic marketing strategies for the automotive and motorcycle industry

Our holistic strategies unite all departments and specialists across brand, product, and communication to one collaborative power team.

We are strategic partners for product managers, designers, and advertising agencies.

We help them thrive in their domain while seamlessly collaborating through the same strategic platform – to create an amazing and consistent brand experience.

The new era of mobility is an era of brand experience

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.

Strategic
Insights

The Untapped Superpower of Automotive Brands
© Photo by Simone Pellegrini / Unsplash

The Untapped Superpower of Traditional OEMs

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.

MARKETING    BRAND     PRODUCT     COMMUNICATION

car brand positioning mercedes eqs 400x400
© Photo by Justus Menke / Unsplash

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.

MARKETING    BRAND     PRODUCT     COMMUNICATION

lancia, flaminia
© Photo by Free-Photos / pixabay.com

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.

MARKETING    BRAND     PRODUCT     COMMUNICATION

Formula 1, Golden Era, Ferrari
© Photo by Severin Demchuk / Unsplash

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.

MARKETING    BRAND     PRODUCT     COMMUNICATION

What we do – and how we do it

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.

Are you interested in learning more about your brand’s potential?

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!

We follow the highest information security standards

We follow the highest information security standards

We work with international and national companies of all sizes. Confidentiality, availability, and integrity of information have great value to us. We have taken extensive measures in terms of the protection of sensitive and confidential information and follow the question catalogue of information security of the German Association of the Automotive Industry (VDA ISA). The ENX Association supports with TISAX (Trusted Information Security Assessment Exchange), on behalf of VDA, the common acceptance of Information Security Assessments in the automotive industry. The TISAX Assessments are conducted by accredited audit providers that demonstrate their qualification at regular intervals. TISAX and TISAX results are not intended for general public. The TISAX result of PHANTASIA GmbH & Co. KG is exclusively retrievable over the ENX Portal. TISAX is a registered trademark and governed by ENX Association.

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