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January 16, 2014

Two Lessons Brands Can Learn From Audi’s Recent A3 Campaign

by HoosOnBrand

Wavelength Marketing

Audi’s brand is smooth.  It’s characterised by cool, product quality, sophistication and more than a pinch of panache.  Sure, it can be seem as a little aloof and condescending at times but for the most part it’s highly desirable. Screen Shot 2014-01-16 at 17.22.00 The recent A3 launch campaign in the US seems to mark a change in tack. The focus appears to be deriding competing brands such as BMW and Mercedes  instead of focusing on the benefits their brand delivers. Whilst Audi is wise to align brand / target market personality and tap into their desired social status it’s hard not to think majoring on negative associations connected with their competitors is a bit of a low blow. It’s taken Audi down a gear or two so to speak. So what can we learn from Audi’s A3 campaign? We think there are two key points:

  1. “If you throw dirt the only thing you lose…

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