✤ “A brand is not just a name and a logo. It’s a living, breathing entity equal to the sum of all its communication parts; verbal, visual and experiential.
A brand must develop a multi-dimensional persona. If it succeeds at this, it can garner customer loyalty and encourage brand advocacy; only then can it earn the right to charge a premium rather than compete on price.”
✤ “The VW Beetle is a perfect example of a brand with a well-developed persona.
Thanks to the masterful and brilliantly executed early communication strategies dreamed up by visionary admen, the brand’s persona is so well developed that you sometimes forget it’s a car.
For another article on Volkswagen and narrative, see: