Brand Strategy for Automotive Technology

Strategy and Research | Business

The Situation

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 company & its customers’ power to improve & simplify life for crucial stakeholders who are currently overwhelmed with too much information & too little time to use it. Brandsymbol’s two-fold analysis included:

  • Lifestyle Branding white paper to evaluate & support the company’s proposed smart-key marketing campaign
  • Customer presentation translating advanced technology into excellent benefits, without overwhelming the audience

The Solution

STRUCTURE THE SOLUTION

Brandsymbol initiated its analysis by preparing a white paper that investigated lifestyle branding as a potential company marketing tool & then proposed a marketing plan to effectively & efficiently optimize stakeholder benefits. Briefly, this white paper analyzed all critical aspects of lifestyle branding:

WHAT

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

WHO

Brandsymbol identified world-class lifestyle brands (especially those with which the agency had worked), focusing primarily on brands in the automotive & entertainment industries

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 evaluate the time, talent & funding required to build its 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 Success

PRESENT THE PLATFORM

Driven by white-paper learning, brandsymbol prepared a customer presentation detailing how the smart-key platform builds near-term sales, & 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 & to the Internet of Things – plus a single, personalized web portal – provide a fantastic array of benefits to car manufacturers & drivers alike

WHO

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

WHEN

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

WHERE

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

WHY

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