Chris Gillis Design Goodbye VW Kombi Van Hello Smart Branding — Volkswagen Kombi van

19 Фев 2015 | Author: | Комментарии к записи Chris Gillis Design Goodbye VW Kombi Van Hello Smart Branding — Volkswagen Kombi van отключены
Volkswagen Kombi van

Goodbye VW Kombi Van, Smart Branding

This marks the end of an era for the VW camper van. A of silence please. After that van appears in my top 10 favorite memories.

It was the early 80′s. A painted sunset sprawled the entire side of it, with bubbling just beneath the along the lower rim. a flushed look of freedom, my leaped out of the van to embrace his family driving across the country. The is painted in technicolor in my memory as it were just yesterday.

What does the van symbolize for me? possibility and creativity. I always up to my brother for these very His arrival marked a sacred for me, and his cross country trips in van lit a fire inside of me that adventure. That van was something.

How can a car such emotion? How does hold such value decades, and pass from to generation? It’s simple.

Originally marketed as a family in the 1950′s when it first it was valued for convenience and freedom to the outdoors. However, in the era of the beatniks, the van on an entirely new meaning which has to include free spirits of all surfers, vagabonds and music followers.

Volkswagen Kombi van

How did they reel in those anyway? In fact, Volkswagen was way of their competitors. Their campaign “Think Small” introduced the Beatle in the 1960′s to the counter culture uprising was beginning in the United States by new ad trends that were different from the norm, and an alternative to the larger American like the cadillac. They for themselves an identity as a brand was individual.

In their article about the Small” Beatle campaign, strategists Derrick Daye and VanAuken say:

…use of space in the “Think Small” ad was an act of defiance, in advertising terms. Why an advertiser pay for that space and leave it empty? Krone was a signal to his audience: “We don’t about ad conventions, and neither do so let’s dispense with imagery.” Similar nod-and-wink could be picked up from the way the car was in the ads (shrunken down and off-center; in one ad, even showed the car dented!). with the understated style of the it all said to the ad’s audience, something going on here, not in this ad, but in the culture. Do you get it? Are you part of had created a kind of club to these people could And those who became part of club weren’t just were advocates who took up the They came to embrace ideals, identified

with the brand, and, in cases, remained loyal to it for and even decades to come.

As we say goodbye to the VW camper, let’s how important it is to stay on top of who we’re to. How can we stay current with and identify with our audience effectively? How can we connect with and make them loyal to a It’s not things that meaning, but how they shape our and create possibility. Knowing how use something, and how it effects them in way can stimulate better marketing and aid in the evolution of a product over

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