Web Session: Looking beyond automotive – emotional branding in other sectors
Without doubt, the COVID-19 crisis has shown that consumers’ purchase behaviour is changing. In these uncertain times, customers and consumers are more than ever looking for reliable and trustworthy brands. In our web session, we will explore how we can learn from other industries to support the automotive sector in building and maintaining strong brands in times of crisis.
While automotive brands are not immune to the acceleration of massive shifts in the society, some fundamental principles of brand growth, grounded in how humans make choices, remain true today and beyond. Building strong brands is a fragile combination of art and science in building high perceived performance and emotional bonds with people. It’s also about managing efficient activations with a sound portfolio strategy.
The web session will also cover a different important aspect for the sector: The automotive industry was for a long time the industrial champion of the European economy. Recently, it has come under immense pressure to review its business model. Slow pace to adjust to new global challenges and the diesel crisis cost the industry its reputation among political decision makers. The industry is now under increased scrutiny and must invest into its reputation to regain the trust among elite stakeholders.
Here are the speakers for the web session:
Speakers:
Dr. Robert Grimm, Service Line Leader Public Affairs & Corporate Reputation
Benoit Tranzer, Global Service Line Leader Brand Health Tracking
Laurent Dumouchel, Chief Growth Officer Brand Health Tracking
Alain Klapisz, Groupe Renault VP Customer & Market Intelligence
Moderator:
Alexandre de Saint-Léon, Global Service Line Leader Automotive & Mobility Development
This is the last session from our four-part series, and we are very happy to welcome you to this session. If you want to receive information about our first three sessions, please get in touch with us. And if you have any questions, please contact us.
