Volkswagen brand positioning
In 2015, Volkswagen was loosing ground in the Brazilian Market., being threaned by competitors that were quicker in responding to Brazilian’s demands to more technological and design-oriented cars. Volkswagen was starting distance itself from the local consumer, who started to see the brand as outdated and too traditional Our insight was go back do VW’s roots: in Volkswagen, people come before car (Volks, “people”, wagen, “car”). Volkswagen innovates where it matters the most to make a positive impact on people’s life. For the new positioning, our strategy was to stop position Volkswagen as a car brand, and started position it as a brand of drivers and passenger.
About Me
I’ve been working with communication strategy, digital strategy, creative research methodologies and branding for over 12 years for clients such as Unilever, PepsiCo, Volkswagen, Bayer, HP and Cielo For over two years, I was diretor of Data Insights at AlmapBBDO, leading a multidisciplinary team of B.I, statistics and brand strategy in the development of data-driven projects aimed for creative insights, product innovation and behavioral studies for all clients of the agency. Bachelor in Advertising & Marketing (Faculdade Cásper Líbero), Masters’ degree in Psychoanalytic Studies and Sociology (FESPSP), postgraduate studies in Data Science with focus on Machine Learning (Data Science Academy) Portfolio: [login to view URL]
$ 40 USD/hr
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