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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 Motor City West Presentation - Maggie Taylor, AddedValue Presentation Transcript

    • 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 ON SIZE & POWER ANGULAR LINES AND HARD EDGES CARS CARRY SPECIFIC IDENTITIES CLEAR LIFESTYLE IDEALS
    • 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
    • INTERCULTURALAMERICA ELECTRICAL SUPERCARS SMART URBAN ALTERNATIVES INTERCULTURAL TARGETING & COMMUNICATION DIGITALLY NETWORKED SOCIETY DIGITAL CUSTOMIZATION SOCIALLY NETWORKED VEHICLES SMART MOBILITY
    • 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 successfully reinvented automotive.
    • 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