Brand Strategy: Automotive Technology Provider

The Problem: Understand The Opportunity


Challenged by a leading, global automotive technology provider, brandsymbol provided strategic direction for the Company’s unprecedented technology placing the car at the center of a driver-connected universe. This unique, smart-key initiative harnessed the power of the Company and its customers to improve and simplify life for key stakeholders who are currently overwhelmed with too much information, and too little time to use it. Brandsymbol’s twofold analysis included:

  • Lifestyle branding white paper to evaluate and support the Company’s proposed smart-key marketing campaign
  • Customer presentation translating advanced technology into amazing benefits, without overwhelming the audience

The Process: Structure The Solution


Brandsymbol initiated its analysis by preparing a white paper that investigated lifestyle branding as a potential Company marketing tool, as well as proposing a plan to effectively and efficiently optimize stakeholder benefits. Briefly, this white paper analyzed all key aspects of lifestyle branding:

What
A lifestyle Brand comprising both of a rational promise to provide specific product benefits and an emotional promise to enhance customers’ lifestyles (i.e., performance plus personality)

Who
The Company’s integrated, forward-looking technology platform benefits all key stakeholders – automotive manufacturers, car owners, and program partners – in very unique and customized ways

Where
Geographic conditions essential for lifestyle branding success were established from a macro level (i.e., global regions) to a micro level (i.e., retail locations)

When
Five stages in the life cycle of a lifestyle Brand were identified so the Company could clearly evaluate the time, talent, and funding required to build its own lifestyle Brand

Why
Current, cutting-edge research relevant to lifestyle branding (i.e., psychographic studies, satisfaction experiments) clearly outlined market opportunities for the Company

The Plan: Present The Platform


Driven by white-paper learning, brandsymbol prepared a customer presentation detailing how the smart-key platform builds near-term sales and long-term owner loyalty for key automotive manufacturers. Customers provided overwhelmingly positive feedback – “This is exactly what we have been looking for … ” – to a program comprising:

What
A secure, biometric, cloud-based smart key linked to the car and to the Internet of Things – plus a single, personalized web portal – provide an amazing array of benefits to car manufacturers and drivers alike

Who
Brandsymbol identified world-class lifestyle brands (especially those with which the agency had worked), focusing primarily on brands in the automotive and entertainment industries – in very unique and customized ways

Where
Revolutionary smart keys connect car owners everywhere their lives take them, both in and out of the car, at home and away from home, and online and offline

When
Smart-key connections deliver critical benefits and information, both proactively and reactively, to all program stakeholders in real time, and at the right time

Why
The smart-key platform delivers customized benefits for automotive manufacturers and their dealers, specific support for individual car brands, and personalized payoff for car owners based on their personal profiles