18 months ago we came together with the aim of tackling the momentous changes facing automotive brands, insurers, legislators and related industries. We firmly believe that the narrative has focused for too long on the technologies that are revolutionising mobility. This report is our attempt to test the theory that we’re emotionally unprepared for automation – and that brands need to work harder to help us understand the benefits. We’re putting people back at that heart of the mobility story.
BRAND BUILDING is a blog feature in which our experts present an in-depth POV on topics ranging from branding to design to experience, all through the lens of simplicity. Here Ben Osborne, head of insights for Siegel+Gale EMEA, discusses the art of turning marketing-speak into a financial language that proves its value and resonates with the board.
What you say and how you say it is a critical part of brand experience. It helps set the tone, express what your brand stands for and highlight how your audience can connect with your brand. The right story can inspire a purchase, belief or action—most importantly, it can inspire loyalty.