Lessons from Automobile Branding: Offer the Right Things to the Right People
If you’re one of this blog’s innumerable devotees, you know that one thing we believe great brands have in common is that they make hard choices. Take one of our favorites: Scion. Scion’s design and marketing target decidedly outside of the mainstream, even if you limit the audience to car buyers under 35. But if you peer into the next Scion you pul
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