by Dr Greg Chapman
When a business has created a brand for their product, it needs to be constantly reinforced, especially if it is a key point of difference to its competitors. In this ad, a humorous if somewhat dark approach is taken to this well known brand and its essence.
At the core of the Volvo brand is its dedication to making their cars the safest on the road. Safety can be regarded as boring, or may even be taken for granted on modern cars, so using humour can be a way to make the message memorable. Everyone knows the core vale of Volvo’s brand, but only because Volvo keeps reminding us of this fact.
What is your brand essence and how are you reinforcing it to your customers?
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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