A Branding Lesson From Volkswagen

Posted by on Oct 26, 2020 | No Comments

Last week, we discussed how to develop the right image for your luxury brand.

This week, I’m going to share a story that will help you understand how to fulfill your brand’s promise.

I once drove to a listing appointment and thought about how much I really disliked my car. It was the third Escalade I owned. Although it was relatively new at the time, it drove like it had 200,000 miles. It constantly rattled and weaved all over the road.

As a result, I started shopping for new cars. That got me thinking about branding and the promise of a brand. My car certainly did not meet the promise of the brand.  

In particular, I thought about the Volkswagen Phaeton that came out years ago. The Phaeton was a beautiful handcrafted car with a V12 engine. It had lots of wood and leather. It was a high-end luxury car priced at $100,000. It did not sell well, but Volkswagen figured out a way to double the price and sell lots of cars.

Watch this video and learn what Volkswagen implemented to sell more cars. Afterwards, I would like you to think again: 

What's your brand’s promise to the marketplace? Click To Tweet

Until next time, make it a great week. 

Luxury Market Preparation Guide
The Keys to Your Brand’s Success

The RIGHT Image for Your Brand

October 19, 2020
Elevate Your Luxury Presentations

Prof. Fales’ Presentation Wisdom

November 2, 2020

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