The Challenge
A major German luxury automotive brand aimed to reshape its communication strategy for the US market by making its brand proposition inclusive of African American, Hispanic, Asian and Pacific Islander aspirational groups. The brand’s objective was to ensure consistency across campaigns and channels while presenting a unified and inclusive narrative that bridged historical myths and contemporary cultural realities.
Our Approach
The research entailed a comprehensive semiotic analysis that began with a historical cultural review of American myths surrounding success and progress. This analysis examined how minority groups have traditionally been included or excluded from these narratives. The team then scrutinised contemporary advertising to assess how success and progress were represented for these groups, identifying both the overt messaging and the deeper, covert cultural codes. The study further explored the positive realities and lived experiences of success amongst these demographics, evaluating how car advertising currently depicted these themes.
The Outcome
The analysis provided a clear understanding of how belonging is framed for each group, pinpointing both commonalities and unique cultural codes of progress. This allowed the development of a practical communication toolkit that included recommendations on imagery, language, rhetoric and symbols. The outcome ensured that the brand’s new strategy maintained consistency across channels, ultimately enabling a red thread that brought together a singular, inclusive narrative for the US market.
