the verbal identity of luxury and ultra-luxury cars
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the verbal identity of luxury and ultra-luxury cars

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This paper from www.verbalidentity.com looks at how car brands are using (and mis-using) brand language to define their sectors. It also looks at how some brands are losing brand engagement by failing ...

This paper from www.verbalidentity.com looks at how car brands are using (and mis-using) brand language to define their sectors. It also looks at how some brands are losing brand engagement by failing to understand what's required.

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the verbal identity of luxury and ultra-luxury cars the verbal identity of luxury and ultra-luxury cars Presentation Transcript

  • The verbal identity of luxury & ultra-luxury cars. ultra-luxury brands are failing to use brand language which reinforces their superior qualities luxury car marques are using language which is rich with over- claim, leaving a hollow centre to their brand.
  • The Challenge  brand’s language is the most malleable tool at the marketing team’s disposal  How can ultra-luxury and luxury car brands modify their language to clearly define their position within the category and engage their consumer?
  • Choose your metaphor At one extreme, brands emphasise the mechanical nature of this power [technology, precision engineering, and refined design] the central axis of car language is the raw power available to you, the driver At the other extreme, organic qualities are emphasised [sport and athletic performance]
  • Luxury Vs. Ultra-luxury cars Luxury car brands stretch the themes of their communications across: Innovation/Pedigree, Style/Comfort they construct verbal identities centred on “the driving experience” In ultra-luxury sector, the language centres on the feelings available to you as a passenger. The central axis remains Power, but the notion is that Grace is a rejection of any overt display of Power.
  • What does this mean for your brand? Read more on our White paper: http://www.verbalidentity.com/luxury-vs-ultra- luxury/ • Full list of brands analysed • 5 Key recommendations for brands to differentiate themselves in language
  • Contact us. Chris: yowesty@verbalidentity.com You can keep up when you tweet up: @verbid www.verbalidentity.com