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This paper from www.verbalidentity.com looks at how car brands are using (and mis-using) brand language to define their sectors. It also looks at how some brands are losing brand engagement by failing to understand what's required.
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The verbal identity of luxury & ultra-luxury
cars.
ultra-luxury brands are failing to use brand language which reinforces their superior
qualities
luxury car marques are using language which is rich with over-claim, leaving a hollow centre
to their brand.
The Challenge
brand’s language is the most malleable tool at the marketing team’s disposal
How can ultra-luxury and luxury car brands modify their language to clearly
define their position within the category and engage their consumer?
Choose your metaphor
At one extreme, brands emphasise the mechanical nature of this power
[technology, precision engineering, and refined design]
the central axis of car language is the raw power available to
you, the driver
At the other extreme, organic qualities are emphasised
[sport and athletic performance]
Luxury Vs. Ultra-luxury cars
Luxury car brands stretch the themes of their
communications across:
Innovation/Pedigree, Style/Comfort
they construct verbal identities centred on “the
driving experience”
In ultra-luxury sector, the language centres on the
feelings available to you as a passenger. The central
axis remains Power, but the notion is that Grace is
a rejection of any overt display of Power.
What does this mean for your brand?
Read more on our White paper:http://www.verbalidentity.com/luxury-vs-ultra-luxury/
• Full list of brands analysed
• 5 Key recommendations for brands to differentiate themselves in language
Contact us.
Chris: [email protected]
You can keep up when you tweet up: @verbid
www.verbalidentity.com
