Infiniti shows its worldwide brand image with new ads

Article by Christian A., on August 26, 2010

We'll finally get to see Nissan Motor Co.'s Infiniti brand's first unified, worldwide brand image as it launches two new ads in national US newspapers. Infiniti's team in North America, has in the past, accounted for about 75% of the brand's global volume. The luxury marquee would develop ads, which other markets could either use, or they could create their own, according to Jon Brancheau, global marketing director. 

Brancheau said that it's likely that this scheme would result to an inconsistent strategy and look since not all markets will use the same ads. He asserted that going forward, the brand intends to have "one look and feel on a consistent basis."

The Infiniti brand plans to design a messaging platform that will stand out in the crowded advertising space, similar to what global fashion brands such as Gucci and Dior have done, according to Rob Schwartz, chief creative officer of Infiniti's U.S. agency, TBWA/Chiat/Day in Playa del Rey, Calif.

In addition, Brancheau shared about gathering his colleagues from around the world six months ago at TBWA's California office to devise a strategy. Attending the meeting were five other TBWA offices outside the US that handle Infiniti.

The global client and agency team were able to develop standards to build Infiniti's brand mythology to tell its story and create a sense of heritage.

And to help in justifying a premium price, they came up with a renewed focus on Infiniti's craftsmanship and a plan to bring to life the two-year-old "Inspired Performance" ad tag, which lays out the "Way of Infiniti" mythology in messaging. Infiniti's move follows US advertising efforts by rival Audi but while Audi increased its ad spending, Infiniti chose to spend less.

Infiniti's Kathy Roznowski, marketing director of the Americas, did not discuss how exactly its funds were allocated. She only said that the company has been "a little dark on broadcast" in its fiscal year that started April 1. [via autonews - sub. required]

If you liked the article, share on:

Comments

Recommended

As it turned out, we’ll be seeing Toyota’s new super supermini at the 2017 Geneva Motor Show in March. It’s time we all get to meet the new Toyota Yaris...
by - February 23, 2017
Opel revealed it has sweetened the pot for 2017 Insignia Grand Sport customers with the Opel Exclusive program. Through this program, the brand hopes to introduce a wide selection of...
by - February 22, 2017
Fireball Performance Cars has been known to make the fastest sixth generation LT1 Camaros in the world. Once again it has managed to walk the talk as it hit a...
by - February 22, 2017
The North American unit of German premium carmaker BMW is recalling around 19,000 units of its BMW i3 electric vehicle because of the risk of fuel leak. You may ask,...
by - February 22, 2017
A publication by the U.S. Patent and Trademark Office revealed that Honda is still looking into the Project 2&4 Concept. Officially unveiled during the 2015 Frankfurt Motor Show, the Project...
by - February 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries