Audi Positioning + Brand Narrative
Mercedes E-Class Conquest Campaign
The client ask: position the aging Audi A6 against the all-new Mercedes E-Class. I dug through the press reviews and user groups and noticed three consistent refrains:
+ Mild disdain for the flashy ostentation of the Mercedes styling
+ Low-grade boredom with un-updated A6
+ Gape-jawed amazement at the A6’s modernist luxe interior
The campaign turned Audi’s weakness into a competitive advantage.
Audi CRM
Every Audi model has a storyline. My job was to find it. I dug through endless reviews and owner forums to shape a positioning narrative for every model in the lineup, then told each story in two touches.
Allroad Positioning
Versus the Subaru Outback
Audi e-tron New Owner Experience
Holiday Cards
