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audi brand love Audi Brand Love Page 1


70% of Blacks, Latinos and Asians say

AUDI

IS A BRAND I LOVE But among them, nearly 9 out of 10 do not feel your love in return. The brand does not speak to their heritage, race or ethnicity; lacks diversity and is not culturally representative. Source: Multicultural Market Analysis Conducted by Veronica Marshall, USA September 2017 –October 2017

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THE NEW General Market A strong core of white (mostly male) brand advocates has brought you this far. But the multicultural marketplace has gone from niche opportunity to mainstream imperative. And when it comes to loyalty, multicultural consumers give as much as they get; they seek brands who speak to their culture, self-image and aspirations.

So, what’s the barrier for Audi?

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Lexus and Buick are outpacing Audi as top luxury vehicle picks because they are authentically connecting with multicultural consumers Audi is not top-of-mind (aided recall primarily) because brand ads and communications do not speak to the culture or language of diverse audiences

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Your emphasis on technology, innovation and performance, while important to people of color, they are secondary factors during path to purchase Lack of diversity on marketing and communications teams may prevent you from systemically changing how you do business, limiting your ability to connect with diverse markets

1. Source: National Association of Minority Automobile Dealers, January 2017 2. Source: Multicultural market analysis. Lexus, BMW and Mercedes-Benz beat Audi in the following categories: reflects heritage; strong multicultural connection; inclusive of race/culture 3. Source: Multicultural market analysis. Key Factors in Path to Purchase Blacks: Price, Reliability, Quality Latinos: Quality, Reliability, Features Asian-Pacific-Islanders: Features, Quality, Price 4. Source: Audi USA; http://media.audiusa.com/

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MEET THE New General Market JAMES BAILEY A purveyor of the culture through music. Beats are how he expresses himself and the society around him. Self-made but doesn’t forget where he came from and is ever reminded that where he wants to go takes hard work, perseverance and a steadfast belief in himself. His other goal: reach back to those behind him to ensure the culture continues.

DEMOGRAPHICS:

ATTRIBUTES:

ACTIVITIES:

• 30-35

• Entrepreneur

• Music

• African American

• Progressive

• Basketball

• Male

• Influential

• Happy Hour

• College Educated, Street Groomed

• Game elevator

• Networking

• Role Model

• Mentorship

• Urban

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• Philanthropy

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AMARA YOUNG A first generation college graduate, her parents always told her that with hard work comes great reward. And after 15 years of putting in her time, she’s finally made it – a partnership seat at a male-dominated, all-white, highly-coveted real estate firm. It is not lost on her how many people helped her get to where she is, but she knows to stay here she must remain at the top of her game. She’s up for the challenge and for whatever the future brings.

Audi Brand Love

DEMOGRAPHICS: ATTRIBUTES:

ACTIVITIES:

• 40-45

• Independent

• Dancing

• Afro Latina

• Change agent

• Food/wine

• Female

• Conscientious

• Reading

• College Educated

• Proud of Heritage

• Self-help/Learning

• Suburban (living), Urban sensibilities

• Trendsetter

• Sponsorship

• Groundbreaker

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DAVID AWAN Food is how his mother showed her love for her family. So, it’s no surprise you’ll find David at a farmer’s market at 5:30 a.m. looking for the freshest ingredients for his James Beard award-winning Malaysian fusion restaurant. The best ingredients equal good food and good food means love. Being recognized as the youngest chef to win such a high honor wasn’t easy. It took vision. It took resilience. It took an unshakeable spirit. It meant being invisible wasn’t, and still isn’t, an option.

DEMOGRAPHICS: ATTRIBUTES:

ACTIVITIES:

• 25-30

• A hustler

• Food

• Malaysian-American

• Uncompromising

• Friends/family

• Male

• Visionary

• Technology

• Go Getter

• Travel

• “No” is not an answer

• Environmentalist

• Culinary Trained, no college • City (Korea Town)

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• Minimalist

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CHANGING the narrative For years, humans have attempted to decode life’s biggest mysteries. Big Foot, the Bermuda Triangle, people who eat hot Cheetos with milk, and the question you never want to ask aloud, “Is he really into me?” I know what you’re thinking. “Dating isn’t rocket science!” You are correct. It’s much more confusing. In fact, if the U.S. multicultural market were single and dating you would think she would have a long list of suitable admirers. With over $3.4 trillion in collective buying power and comprising 38% of the U.S. population, she is the proverbial catch by any brand’s standards. But if you aren’t including her in your major life moments; taking months to engage her in meaningful conversation; or dismissing her feelings, you are bound to hear, “I’m just not that into you.” But you don’t need a couple’s counselor to know that from beginning to end, all healthy, mutually beneficial relationships come down to three simple, observable acts – trust, authenticity and communication.

NOW YOU’RE SPEAKING Audi Brand Love

MY LANGUAGE

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isn’t just a powerful shift in strategy; it’s the framework you need to tell compelling stories and project relatable images that endear people to experience Audi brand love. In a world full of hot-button issues, racially insensitive rhetoric, and culturally tone-deaf advertisements, to connect with today’s new super consumer, you have to remember:

CULTURE

IS A HUMAN TRUTH, NOT AN APPROPRIATION

RACE

IS AN IDENTITY, NOT A COSTUME

DIALECT

IS AN EXCHANGE, NOT A TRANSLATION

SO, HOW CAN AUDI BEGIN TO SPEAK THE LANGUAGE OF THE NEW GENERAL MARKET?

Audi Brand Love

Why It Works

NOW YOU’RE SPEAKING MY LANGUAGE

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BRINGING IT to life To be visible is to be human. But brands only see binary – zeroes and ones. Multicultural boxes to be checked.

NOW YOU’RE SPEAKING MY LANGUAGE Is about more than insert brown face here or translating English into Spanish. It is about redefining the ubiquitous, normative standard used to address multiculturalism in marketing, advertising and public relations, and creating authentic connections by celebrating our culture, race and dialect. BECAUSE PEOPLE OF COLOR ARE: …GROUND BREAKERS, not background …ROLE MODELS, not role players …VISIONARIES, not invisible

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BRINGING IT to life: Visual Storytelling

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BRINGING IT to life: Industry Recognition

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MEDIA results

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SOCIAL MEDIA chatter

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VERONICA MARSHALL 15 YEARS

OF EXPERIENCE

5 AWARDS WON

12 FORTUNE 500 BRANDS

20 PRODUCTS LAUNCHED

MASTER’S DEGREE COMMUNICATIONS (NYU)

I love to move the needle. Whether it’s using research and insights to arrive at the big “a-ha;” sharing stories that fuel passions; or turning a brand’s worst enemy into its very best friend, I believe in creating powerful ideas that incite feelings, thoughts and actions. I’ve spent 15 years in a variety of industries connecting people with brands for the benefit of both. My specialties include tapping the power of media and influence to change perceptions, building and protecting a company’s reputation, and measuring how people react and optimizing for what comes next. So, if you’re looking for someone who is an original - not a carbon copy; can think up big ideas (and not-so-big ones); reach different audiences (regardless of where they’re engaging with you); and collaborate with a smorgasbord of people on your team (from digital storytellers to paid media to designers—even the C-suite), then we might make a good team.

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MY SPECIALTIES:

CREATIVE IDEATION

RESEARCH & INSIGHTS

GLOBAL COMMUNICATIONS

MULTICULTURAL MARKETS

STRATEGIC PLANNING

BRAND COMMUNICATIONS

GOING BIG OR GOING HOME

BRANDS I’VE WORKED WITH

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FOR MORE AUDI BRAND LOVE AND INFORMATION ABOUT THIS CAMPAIGN, CHECK OUT: WWW.AUDIBRANDLOVE.COM #AUDIBRANDLOVE

Data: Multicultural market analysis conducted by Veronica Marshall using aytm™. Responses were collected in September 2017 from 500 U.S. black, Latino and Asian respondents 18+ years old and balanced by gender, income and region according to U.S. Census. Copyright © 2018 Veronica Marshall. All rights reserved. All content, data and creative are the property of Veronica Marshall. #whipcrushwednesday™ Audi Brand Love™

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