Restyling a Tired Brand
When I bought my Toyota Camry, I walked out of the Toyota-thon showroom with a giant purple plush dinosaur. Years later, every time I brought my Lexus in for service, I was handed a long stem pink rose after settling the (outrageous) bill. The branding cues were unmistakable. Now Ford is in the midst of upgrading its Lincoln brand, and the secret sauce includes the smell of jasmine, wine and cheese, ultra-premium design packages, and cushy showroom chairs. Goodbye retirees. Hello latte lovers.
Only 15 years ago, Lincoln held the top spot in the U.S. luxury market. But that was before American buyers turned to sportier luxury vehicles like BMW, Audi, and Mercedes Benz. The European invasion did a lot to damage America’s love affair with American cars.
Companies offering good-better-best products have an incentive for selling their top-of-the line brands. In the auto industry, luxury vehicles bring in the big profits that fuel expansion and innovation. Small wonder Ford has been so committed to restoring the Lincoln. (You might recall that Ford was the only automaker that didn’t declare bankruptcy during the last recession which I’m not sure has actually ended).
So how does one go about revitalizing a tired brand?
First, you come up with a new name for the product. In this case one that reeks of luxury. Something like, “Black Label.” It’s not exactly original. American Express, Johnnie Walker and Ralph Lauren thought it had a nice ring, too.
Then you differentiate your product with amazing interior designs that make the European styles look like minimalism. Wish I could have been part of the creative team that came up with their three themes: Modern Heritage, Indulgence, and Center Stage.
I love how the branding process involves a lot of moving parts and I encourage you to check out the Lincoln website to see how they use design, imagery and provocative messaging to lure you into the luxury lifestyle you so richly deserve. Pretty neat. http://www.lincoln.com/blacklabel/introduction/?hptid=pro-2161c-bl
But now what to do about those dreadful Ford showrooms, teeming with customers munching on pigs-in-a blanket while they checked out the nifty Focus. Time for an overhaul.
And that’s where the jasmine comes in. Did you know that upscale hotels pump that scent into their lobbies so that you can breathe in the dollar bills (that you’ll be spending) from the moment you walk through the door? I didn’t know that either. Apparently it does the job and Ford went one step further by developing their own Lincoln showroom scent – “a blend of Earl Grey tea, jasmine, and orange flowers.”
Where do I sign?
Upscale food and beverages (which Lexus serves in abundance) soon replaced the showroom picnic fare and plush chairs took over. The better to hold you erect while you write that $50,000 check for your sleek, new MKZ Lincoln sedan with the Indulgence interior.
One last thing: the sales force needed to be retrained to relate to a new, younger demographic (known as the “progressive luxury” buyer). Forget the Town Car set and their penchant for Steak Houses. The sales team is now conversant with sophisticated people who appreciate arts, culture, gourmet restaurants, anything “now.”
Quite a ride for Ford. I hope it works.
Try connecting the dots to see how some of these strategies can help you find creative ways to revitalize your own tired brands.