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Posts tagged "consumer insights"

Bentley's turnaround boosted by "industrializing" personalization, including fine art

Apr 01, 2024 Posted by: Tom Neveril automotive marketing,  consumer insights,  Customization,  Personalization
Bentley's turnaround boosted by "industrializing" personalization, including fine art
Bentley’s story over the last few years is interesting. Going back to the end of 2019, the road ahead looked somewhat bleak.

Vehicle sales had been stuck in neutral for 7 years. And no new models were planned.

Meanwhile, over that same period, Ferrari and Rolls-Royce Motor Cars launched new models and saw their unit sales rise by 45% and 40% respectively.

Obviously, Bentley Motors needed to take action.

But rather than launch a new model like the competition, Bentley’s CEO Adrian Hallmark and his team did the opposite. In 2020, they ended production of their behemoth sedan, the low-volume Mulsanne.

And they doubled down on the emerging personalization trend...

Vuori's $4B+ valuation is the result of smart moves

Mar 06, 2023 Posted by: Tom Neveril consumer insights,  influencer marketing,  intellectual property,  sports marketing,  sustainability
Vuori's $4B+ valuation is the result of smart moves

7 year old performance apparel brand Vuori is suddenly everywhere --even at the NFL Combine last week. How has this digital native brand done it?

3 Strategies:

#1)  FOCUS ON A CONSUMER INSIGHT.

#2)  DEVELOP INTELLECTUAL PROPERTY AROUND A POINT OF DIFFERENCE.

#3) BUILD A STRONG CULTURE BY INVESTING IN SOCIAL VALUES AND SUSTAINABILITY.