Motor City West Presentation - Maggie Taylor, AddedValue
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Transcript of Motor City West Presentation - Maggie Taylor, AddedValue
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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-EFFICIENT ALTERNATIVES RESPONSIBLE DRIVING
INTERCULTURAL AMERICA
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 EXCITING BOLD
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