#35 Building the car brand of the future with Polestar CMO Åsa Borg
The Growth Pod
00:00
Building Brand Awareness and Affinity
The chapter discusses the strategies and tactics used to build brand awareness for the car brand Polestar, focusing on market division and long-term brand affinity. It also explores how the brand positions itself in the market through design, innovation, sustainability, and partnerships. The chapter further delves into consumer attitudes towards electric vehicles, the success of a Super Bowl ad campaign, and the decision to develop in-house capabilities for creative and media.
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Transcript
