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Become a member today!
#thinkMotor
Creating Cultural Traction:
How to Stay in Gear with Shifts in Culture
Video – what is culture
WHITE, MALE, HIERARCHICAL INDUSTRIAL, RECTILINEAR DESIGN
WHITE, MALE CENTRIC ADVERTISING
SOCIO-ECONOMIC TARGETING
EMPHASIS...
SUSTAINABILITY & SOCIAL CONSCIOUSNESS INDUSTRIAL, ORGANIC DESIGN
ESTABLISHED FEMALE MARKET
STYLE CONSCIOUS MALE MARKET
BLU...
INTERCULTURALAMERICA
ELECTRICAL SUPERCARS
SMART URBAN ALTERNATIVES
INTERCULTURAL TARGETING &
COMMUNICATION
DIGITALLY NETWO...
VIBE is our quantitative measure of the signals a brand emits
when capturing or losing the cultural zeitgeist
It represents four distinct dimensions:
being Visionary, Inspiring, Bold and Exciting
Brands that are leading the way & getting our attention
Brands that have a point of view
& stand for something I want to be a part of
Brands that have swagger with substance
Brands that are disruptive & have momentum
VIBE in the automotive arena
Avg
brand
VISIONARY INSPIRING EXCITINGBOLD
Tesla
From a quixotic start-up doggedly trying to reinvent the electric car, to
a respected visionary that has successfull...
Other car makers with high VIBE
Visionary Bold & Exciting Inspiring & Exciting
Cultural Traction – the change in VIBE over time
2010 vs. 2013
7% 1% -14%-6%-2%
Applying cultural
insight throughout
the journey
Thank you
Motor City West Presentation - Maggie Taylor, AddedValue
Motor City West Presentation - Maggie Taylor, AddedValue
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Motor City West Presentation - Maggie Taylor, AddedValue

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Transcript of "Motor City West Presentation - Maggie Taylor, AddedValue"

  1. 1. Become a member today! #thinkMotor
  2. 2. Creating Cultural Traction: How to Stay in Gear with Shifts in Culture
  3. 3. Video – what is culture
  4. 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. 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. 6. INTERCULTURALAMERICA ELECTRICAL SUPERCARS SMART URBAN ALTERNATIVES INTERCULTURAL TARGETING & COMMUNICATION DIGITALLY NETWORKED SOCIETY DIGITAL CUSTOMIZATION SOCIALLY NETWORKED VEHICLES SMART MOBILITY
  7. 7. VIBE is our quantitative measure of the signals a brand emits when capturing or losing the cultural zeitgeist
  8. 8. It represents four distinct dimensions: being Visionary, Inspiring, Bold and Exciting
  9. 9. Brands that are leading the way & getting our attention
  10. 10. Brands that have a point of view & stand for something I want to be a part of
  11. 11. Brands that have swagger with substance
  12. 12. Brands that are disruptive & have momentum
  13. 13. VIBE in the automotive arena Avg brand
  14. 14. VISIONARY INSPIRING EXCITINGBOLD
  15. 15. Tesla From a quixotic start-up doggedly trying to reinvent the electric car, to a respected visionary that has successfully reinvented automotive.
  16. 16. Other car makers with high VIBE Visionary Bold & Exciting Inspiring & Exciting
  17. 17. Cultural Traction – the change in VIBE over time 2010 vs. 2013 7% 1% -14%-6%-2%
  18. 18. Applying cultural insight throughout the journey
  19. 19. Thank you
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