For an industry that is considered to have mastered the art of perception and persuasion, the present pandemic is proving to be a critical test of its skills. With everything an auto brand once stood for, now under threat—the fast life, speed, mobility and status upgrade—marketers are looking to create an alternative positioning platform, one that extends the scope of the brand beyond the remit of just wheels on the road.
The first step has been to show solidarity with their customers, said experts. Hence Mercedes Benz has a tagline with its campaigns that show a ...
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First Published: Wed, April 29 2020. 23:53 IST
