Musings from a New Age AdMan

New Age AdMan and Proud Father of 2 Incredible Kids.

The VW Beetle Story: A Lesson in Brand Persona Development - Brand Stories - New Age Brand Building

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✤ “A brand is not just a name and a logo. It’s a living, breathing entity equal to the sum of all its communication parts; verbal, visual and experiential.

A brand must develop a multi-dimensional persona. If it succeeds at this, it can garner customer loyalty and encourage brand advocacy; only then can it earn the right to charge a premium rather than compete on price.”

✤ “The VW Beetle is a perfect example of a brand with a well-developed persona.

Thanks to the masterful and brilliantly executed early communication strategies dreamed up by visionary admen, the brand’s persona is so well developed that you sometimes forget it’s a car.

Remember Herbie?

For another article on Volkswagen and narrative, see:

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