LBA Branding

Have Jaguar taken a page out of the Porsche AG playbook on Portfolio Managment and Pricing? #marketing #strategy

With everyone losing their collective shit over the Jaguar rebrand I wanted to wait a little to have a considered view on what has happened. I'm genuinely interested to hear what you think. #marketing #strategy #automotive

Why Audi might just be losing both it's distinctiveness and differentiation: You might have seen it in the motoring press if you're a car fan or here on Linked In if you're a brand fan, but AUDI AG have launched a new car in China where the iconic 4 rings logo (from the original Auto Union Deutschland Ingolstadt merger in 1932 that brought together the 4 manufacturers Audi, DKW, Horch, and Wanderer) has been dropped in favour of typography stating Audi. For fans of the Ehrenberg-Bass Institute this will be sacrilege as the brand is jettisoning a key part of the brands distinctive equities. And I would agree. After being in Montreal for the inaugural International Skating Union Short Track World Tour the Chinese skating teams racing suits with the 4 rings emblazoned in gold looked amazing. And instantly recognisable. But it also feels like the brand is losing a major part of its differentiation. Audi has stood for German quality and precision in engineering for a long time and for many - captured perfectly by BBH London with Vorsprung durch Technik (meaning 'progress through technology'). Now they are spying the growth of the likes of BYD (Build Your Dreams) and Nio etc and wondering do they need to be more like them. The answer for me is no. You need to be yourself. It may be that others have improved their engineering and style, but this shouldn't mean the brands DNA is lost, rather they should look to reaffirm it and reassert their DNA in the eyes and minds of consumers. Unfortunately the harsh reality for VWAG group is that in the last 5 years their share price has gone from €183 in Nov 2019 to €84 in Nov 2024. That's more than halved (and Dieselgate was Sept 2015 when the share price plummeted from €243 to €93). Increased competition, tight margins, cost pressures, and concerns about global demand have all dented the long term prospects of the overall group (albeit against a backdrop that in 2023, Volkswagen Group delivered 9,239,512 vehicles worldwide, which was an 11.8% increase from 2022). For me this is a time to double down on the clarity of the brand portfolio (one where Audi, VW, Seat, and Skoda often overlap on models) and where AUDI needs to reassert it's 'DOUBLE D' - Distinctiveness and Differentiation - in both car design, branding, and marketing communications. https://lnkd.in/eUwcBaKM

🚨 With one month to go before the start of the highly anticipated ISU Short Track World Tour, we are thrilled to unveil the dynamic new team identities! Bold, loud, and electrifying, these designs reflect the cultural heritage of each host nation and bring a fresh energy to the Tour. Let the countdown to action begin! ⏳ Launching on October 25th in Montreal 🇨🇦, the Tour spans six events across three continents, showcasing mind-blowing speed, strategic mastery, and world-class skill. Each team's identity blends national pride with an unrelenting drive for competition. 🔥 “These identities are more than just visual elements; they represent the passion, pride, and energy each nation will bring to the ice,” said ISU President Jae Youl Kim. The Tour will culminate in Milan 🇮🇹, doubling as a key test event for the Milano-Cortina 2026 Olympic Winter Games. But that’s just the start—fans can look forward to enhanced TV broadcasts, behind-the-scenes access, and immersive fan experiences like never before. 🔗 Get all the details and check out the new team identities here: bit.ly/3TCtaGX #ShortTrackWorldTour #ShortTrackSkating

🚨 Breaking New Ground: The ISU Short Track World Tour is Here! 🚨 Prepare for a revolution on the ice! The ISU Short Track World Tour is officially launching on October 25th, spanning three continents with six thrilling events that will redefine the sport. From explosive races to innovative entertainment, this series promises adrenaline-packed action, fierce rivalries, and an unforgettable experience both on and off the ice. 🌍 3 Continents, 6 Events, 1 Goal: The coveted Crystal Globe 🏆 🎬 Behind-the-scenes access, bold new team designs, and immersive fan experiences. The final stop in Milano doubles as the Olympic test event for Milano-Cortina 2026! As we kick off this new era in Short Track, we invite fans and partners to join us in making history. Together, we’re pushing the boundaries of what this sport can be! 💻 For full details and ticket info, click the link: https://bit.ly/4ebCn1b #ShortTrackWorldTour #IceSkating #ShortTrackSkating

Just finishing 3 days in Thailand with Nestlé Purina North America, Europe, LATAM, AOA, CGRm and of course the GSBU, which included factory visits, partner sessions, store visits, war gaming, and problem solving. Thanks for inviting me. It was awesome. Now the ‘harder’ work starts!