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    The guilty conscience of those who made it, or “how to sell $50 000 cars to a guy who’s watching his neighbor get evicted”

    Depending on the type of product you market, and the type of market you work in, you will be more or less inclined to take risks. It’s no surprise that the car industry have been among the more conservative industries, given that each new product launch is quite literally “make or break”, and the marketing cost per sold vehicle can approach $1000.

    With that said, things are starting to change, out of necessity. With the climate change debate and more recently the financial collapse, premium car brands have found themselves in a situation where ever so soft leather interiors and exotic woods just isn’t as appealing as it used to be.

    Customers still expect all of that of course, but they also expect to feel good when they spend money on a car. Premium car brands have to show not only that they’re environmentally sustainable, but also socially. With outsourcing being a constant threat to the well-being of western communities, it will be increasingly important to show that you’re a constructive part of not only your country of origin but also the markets you want to sell your cars in.

    Below you’ll find some examples of campaigns where horse power and shiny exteriors have taken the back seat and left the front seat to “softer” values and, believe it or not, some social commentary. Take a cue from Chrysler, BMW and SAAB.

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    Did You Give The World Some Love Today? - Free whitepaper on brand ethics

    Being ethical and defining what it means for our business might not be an option anymore, but a necessity to stay relevant in the new, fragmented marketplace.

    Heartbeats International gives you a whitepaper on Brand Ethics. This whitepaper is a call for those of us working with branding and marketing, to lift focus from consumer needs for a while and examine our own practice, how our everyday work actively contributes to society.
     

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    Heartbeats Trend Report : New York

    trendreportnyceric

    Eric Welles Nyström, who works with artist management and brand consulting for lifestyle companies in NYC, and is a member of Heartbeats Movement, has shared his insights about marketing trends in NYC with us. Read about Eric’s thoughts of shoe brand Keep’s recent marketing campaign, the future of marketing in general and ‘organic’ as a trend, as well as why music is becoming more and more important to reach the target consumer.

    Get your copy of Heartbeats Trend Report : New York

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