Motor City West Presentation - Maggie Taylor, AddedValue
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Transcript

  • 1. Become a member today! #thinkMotor
  • 2. Creating Cultural Traction: How to Stay in Gear with Shifts in Culture
  • 3. Video – what is culture
  • 4. WHITE, MALE, HIERARCHICAL INDUSTRIAL, RECTILINEAR DESIGN WHITE, MALE CENTRIC ADVERTISING SOCIO-ECONOMIC TARGETING EMPHASIS ON SIZE & POWER ANGULAR LINES AND HARD EDGES CARS CARRY SPECIFIC IDENTITIES CLEAR LIFESTYLE IDEALS
  • 5. SUSTAINABILITY & SOCIAL CONSCIOUSNESS INDUSTRIAL, ORGANIC DESIGN ESTABLISHED FEMALE MARKET STYLE CONSCIOUS MALE MARKET BLURRED GENDER NORMS EMPHASIS ON POWER & ELEGANCE SLEEK LINES AND CURVED EDGES ECO-EFFICIENTALTERNATIVES RESPONSIBLE DRIVING
  • 6. INTERCULTURALAMERICA ELECTRICAL SUPERCARS SMART URBAN ALTERNATIVES INTERCULTURAL TARGETING & COMMUNICATION DIGITALLY NETWORKED SOCIETY DIGITAL CUSTOMIZATION SOCIALLY NETWORKED VEHICLES SMART MOBILITY
  • 7. VIBE is our quantitative measure of the signals a brand emits when capturing or losing the cultural zeitgeist
  • 8. It represents four distinct dimensions: being Visionary, Inspiring, Bold and Exciting
  • 9. Brands that are leading the way & getting our attention
  • 10. Brands that have a point of view & stand for something I want to be a part of
  • 11. Brands that have swagger with substance
  • 12. Brands that are disruptive & have momentum
  • 13. VIBE in the automotive arena Avg brand
  • 14. VISIONARY INSPIRING EXCITINGBOLD
  • 15. Tesla From a quixotic start-up doggedly trying to reinvent the electric car, to a respected visionary that has successfully reinvented automotive.
  • 16. Other car makers with high VIBE Visionary Bold & Exciting Inspiring & Exciting
  • 17. Cultural Traction – the change in VIBE over time 2010 vs. 2013 7% 1% -14%-6%-2%
  • 18. Applying cultural insight throughout the journey
  • 19. Thank you