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

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QZc9fzPVBGlKVM&tbnid=ITJPkzs-e-ovdM:&ved=0CAUQjRw&url=http://www.zeroto60times.com/blog/large-car-logos-2/large-mercedes-benz-car-logo/&ei=zJkzUpeKOcqGqQGahICYDQ&bvm=bv.52164340,d.aWM&psig=AFQjCNEGsORsUIiEH8r3Di6dKaaib6yejA&ust=1379199765070013

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=arkq0JNSFM_G9M&tbnid=KYTkhYzDomriqM:&ved=0CAUQjRw&url=http://logos.wikia.com/wiki/File:BMW_logo.png&ei=IpozUqqDBMz-rAG_0oHACg&bvm=bv.52164340,d.aWM&psig=AFQjCNFLj5yI7VxUNQ5FiBJOaGISQ5Xv3w&ust=1379199894892018

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=RF3aM3WZwwQp8M&tbnid=NBBMGz_8H_RZAM:&ved=0CAUQjRw&url=http://www.autoevolution.com/bmw-blog/news-image/mini-posts-best-august-sales-ever-in-the-us-66386-1.html&ei=XpozUpHBJ4S-rQHzg4DQDA&bvm=bv.52164340,d.aWM&psig=AFQjCNHGOBwPY2LlOQKMMysmCwpZQ-Qg1w&ust=1379199954074754

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Hp6n-xBw1MF81M&tbnid=PmUwZSNYL8sDkM:&ved=0CAUQjRw&url=http://nah.wikipedia.org/wiki/%C4%AAxiptli:Jaguar_logo.png&ei=lpozUoDIIMz3rAGTl4GQCg&bvm=bv.52164340,d.aWM&psig=AFQjCNH41f-Yy_FIWw-N0CC6zsp58y8o8Q&ust=1379200012248722

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=RPRz1Htb8oK_-M&tbnid=zSyTObuIwEok1M:&ved=0CAUQjRw&url=http://news.motorsportvision.co.uk/4844.aspx&ei=RJwzUsavL4WNqQHbkoGADQ&psig=AFQjCNEdxsR5kPlbp5p3iIM3weHSBUWvdg&ust=1379200426213202

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=ZwNeFAkyoRyQOM&tbnid=Bi3asbI-HIBzIM:&ved=0CAUQjRw&url=http://automobile.wikia.com/wiki/File:Ford_logo.jpg&ei=0JwzUpOgA4jvrQGproCwCw&psig=AFQjCNGd_NPDntBxx4_9kZR6t8kXZezn-A&ust=1379200565837125

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=jHObavvaKsLHAM&tbnid=6hd3gEc_ikFR6M:&ved=0CAUQjRw&url=http://www.cartype.com/pages/1218/fiat&ei=850zUu2TItS4qQH0toD4Bw&psig=AFQjCNE7qa6Q8-vLDKQT0P7-Iuj53-4Y3Q&ust=1379200859059907

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QCNxzYTuASq1KM&tbnid=mJXVewTpJflt_M:&ved=0CAUQjRw&url=http://www.theevproject.com/logos.php&ei=vTw7Us2CLqaIygH3yIGQCw&bvm=bv.52288139,d.aWc&psig=AFQjCNG9Ky6ZBLwnQl83yMDA52bdJ7aH7Q&ust=1379700281239558

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Yaij9TNVkxFjGM&tbnid=iikvh-SSNy93EM:&ved=0CAUQjRw&url=http://www.dastank.com/Volkswagen-Logo-History.htm&ei=Iz07Us71C8ewyQGkqIHoAw&bvm=bv.52288139,d.aWc&psig=AFQjCNH1afDWS2kZEvIN2USdoDGAWZxRxg&ust=1379700372688568

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=VW-4bKpEAvJEtM&tbnid=GSmez2pgkYx9CM:&ved=0CAUQjRw&url=http://www.listwallpapers.com/hyundai-logo-servicios-electronicos-automotrices-2486.html&ei=eT07UumaJ4GFyQG1xoCoAQ&bvm=bv.52288139,d.aWc&psig=AFQjCNGWOPH9WHYvErzpOkDyG6LjKCq7wg&ust=1379700463899022

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=CnHq-y__M279GM&tbnid=5bAU_onuv1fG9M:&ved=0CAUQjRw&url=http://getdesign.org/famous-companies-and-product-logos/mazda-hd-logo-png-sk&ei=-j07UpKPMqjUyQGlqoDQCA&bvm=bv.52288139,d.aWc&psig=AFQjCNHMVolXsWxHemb_Xjtwm8LOh4S9tw&ust=1379700592477056

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=B_19Cw2Y1f2jkM&tbnid=rqd1bxywKmjsEM:&ved=0CAUQjRw&url=http://paulalemoss.blogspot.com/2013/02/tata-motors-double-investments-jaguar.html&ei=Sz47Up7_EMaAygGPjICICg&bvm=bv.52288139,d.aWc&psig=AFQjCNGB9qlVr-dhpCYdowUYwg6NrtuwRQ&ust=1379700650372498

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=7SigXNAeCqSWzM&tbnid=ydqw5dsnx-xk9M:&ved=0CAUQjRw&url=http://www.allpar.com/history/logos.html&ei=uD47UsvlA-OGyQHN2oDYDA&bvm=bv.52288139,d.aWc&psig=AFQjCNEW6njsMosNdXmVV1sZXPfoZaanog&ust=1379700747888178

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%

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=RPRz1Htb8oK_-M&tbnid=zSyTObuIwEok1M:&ved=0CAUQjRw&url=http://news.motorsportvision.co.uk/4844.aspx&ei=RJwzUsavL4WNqQHbkoGADQ&psig=AFQjCNEdxsR5kPlbp5p3iIM3weHSBUWvdg&ust=1379200426213202


http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=VW-4bKpEAvJEtM&tbnid=GSmez2pgkYx9CM:&ved=0CAUQjRw&url=http://www.listwallpapers.com/hyundai-logo-servicios-electronicos-automotrices-2486.html&ei=VqIzUoTBGoO4rQHY-4HIBQ&bvm=bv.52164340,d.aWM&psig=AFQjCNEXUjdPFQy77txt4yhVD2Y8j7D2EQ&ust=1379202002167117

Applying cultural insight throughout the journey

Thank you

Technology

Motor City West Presentation - Maggie Taylor, AddedValue