How content helps Land Rover, Nissan, Volvo and Aston Martin to become more premium.
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The document discusses how content created by Redwood helped four car brands become more premium. It outlines challenges each brand faced and lessons learned. Land Rover focused on authenticity and adventure stories. Mazda moved from fun to more sophisticated. Volvo emphasized Swedish design and safety. Aston Martin promoted luxury lifestyle. Overall, premium brands need authentic storytelling, expertise, building relationships, boldness, and realism to charge higher prices.
How content helps Land Rover, Nissan, Volvo and Aston Martin to become more premium.
- 1. _ E S T 1 9 8 3 HowRedwoodcontenthelpedto makefourcarbrandsmorepremium
- 5. Bettermargin Protection from new low-cost entries The premium brands most successful carmakers of the past decade Likely to be more successful in the future with self-driving cars Every major carmaker is trying to be more premium
- 7. Longer-formstorytelling Editorialbackground RedwoodRoots Greatdesign Experts
- 16. Arcticiceroad: Aninterestingstory RangeRoverSportSVRisthestar Icedrivingadvice Celebrityinterest PromoteLandRovericedrivingacademy
- 22. Mazdapremium: Movingfromanostalgiaforfun(Zoom-Zoom) toelegantandmoresophisticated Kododesign Craftsmanship Drivingappeal - Simple, pure, uncluttered style - Quality, heritage - Engagement rather than just speed and sportiness
- 30. Volvopremium: Swedishdesign Frompassivesafetytoactivesafety Themosthuman-centriccarmaker - More techy and sexy
- 36. AstonMartinpremium: Beautifulineverything Highperformance Artofliving
- 40. Premiumlearnings: Storytellingworks betterthanfacts Beexperts Beauthentic Usepeople Buildrelationships Bebold Berealistic Premiumcontent providerscan chargemore
- 41. _ E S T 1 9 8 3 Thankyou